Mars has appointed MediaCom as its global media planning agency of record.
Appointed following a pitch, MediaCom will now handle the account from 2015, although it is understood that Publicis Group’s Starcom will continue to handle media buying.
The account is worth an estimated $2.1bn and covers 80 global markets.
A spokesperson for Mars said: “This move was not a reflection of the in-market performance of our existing media planning partners. With the constant change in the media landscape, this model will allow us to better collaborate across our global business to drive efficiency, effectiveness, and coordination in our media planning.
“This change brings our planning model in line with our existing global creative agency structure, and will allow us to further focus media as a growth driver. We are excited about the opportunities for collaboration on the growth agenda of our brands between Mars, MediaCom, BBDO and DDB.”
Mars recently made a ‘significant investment’ in the Chinese market.