Mars has instructed ID Comms to help run a global pitch to recruit a new media agency as the confectionery, pet care and packaged food brand streamlines its operations from a three-agency structure to a single global media partner.
Mars is in no hurry to bring in the changes with the review process likely to take the rest of the year to conclude, if and when the changes are realized however they would prove transformative for its media buying and planning portfolio.
Chief marketing and customer officer Andrew Clarke commented: “We want to make sure we keep pushing the boundaries in how we reach our consumers; being quicker, bolder and more innovative with our choices in this ever-changing media landscape. Data can play a crucial role here, both in providing us with new insights, but also with reinforcing our commitment to evidence-based marketing and investment."
At present Mars employs MediaCom to handle its global media planning following a consolidation of its global planning business in 2014. Media buying is a different matter however with responsibilities shared by MediaCom, OMD and Starcom.
All three incumbent partners have been invited to participate and will continue to operate as normal throughout the review period, with the new structure expected to take effect in 2019.
Mars recently unveiled its GoodnessKnows brand, an attempt to link social good with snack bars.