MediaCom Maintains Mars Inc.'s $1 Billion Advertising Contract
Mars Inc. Renews Partnership with WPP for Four More Years
Mars Inc., the global confectionery, food, and pet care company, has announced that it will continue its partnership with advertising giant WPP for the next four years. The decision was made following an internal review of WPP's performance, which concluded in 2021.
WPP will be responsible for managing all three segments of Mars Inc.'s business: Mars Wrigley, Mars Petcare, and Mars Food. This expanded relationship involves a new four-year contract that begins in 2026.
The partnership with WPP includes the addition of Essence, a GroupM sister agency, to Mars Inc.'s media business. Essence will manage Mars' biddable media, while WPP's services will cover all segments of Mars Inc.'s business.
Mars Inc. values the services provided by WPP, as evidenced by the decision to continue their partnership. The company has been working with WPP for at least three years, and the WPP agency was consolidated with Mars Inc.'s media business three years ago.
In addition to WPP's media services, Mars Inc. is planning to make more use of WPP's data arm, Choreograph, in its media business. Choreograph will play a key role in delivering integrated marketing solutions across Mars' food, pet care, and confectionery sectors.
The new contract renewal signals a long-term commitment by Mars Inc. to work with WPP on a broad portfolio of brands. However, there will be a partial reallocation of Mars' media budget, as some paid and influencer media work will be shifted from WPP to Publicis. This shift does not affect the core WPP relationship.
The expanded partnership between Mars Inc. and WPP underscores the strategic importance of WPP's integrated agencies, including Choreograph and Essence, in supporting multiple Mars business units on a global scale.
The scope of the relationship includes global media management for Mars Petcare, services for Mars food and confectionery sectors, and the utilization of WPP's Choreograph and Essence for integrated marketing solutions. The arrangement is set under the new four-year contract starting in 2026.
[1] Source: Ad Age, "Mars Renews WPP Partnership, Adds Essence to Media Business", 2022.
- Mars Inc.'s decision to renew its partnership with WPP for four more years indicates a strong commitment towards their business finance and growth strategies.
- The partnership between Mars Inc. and WPP involves managing all segments of Mars' business, including finance, with WPP's services covering Mars Wrigley, Mars Petcare, and Mars Food, and the addition of Essence for media services.
