FMCG giant Mars today announced that it is launching a global agency review covering media, ecommerce, influencer, social media and other marketing disciplines with the exception of creative.
The move follows its proposed $35.9 billion deal to acquire competitor Kellanova in August.
Mars spent an estimated $1.7 billion on measured media globally in 2023 according to agency research firm COMvergence. That includes about $630 million in North America. GroupM’s Mediacom is the primary incumbent on the Mars global media business.
The firm issued a statement:
“As part of our planned review of our agency partners, we are taking this opportunity to ensure we are set up to continue delivering best-in-class brand building. As a result, we are initiating RFP processes across several capability areas within our consumer brands and expect the process to conclude in 2025. We are committed to conducting a fair and transparent RFP that respects the contributions of all our partners and we are grateful to our incumbent holding companies — each of whom has been invited to participate in the RFP — for their partnership.”
Just a month prior to the August M&A announcement Kellanova wrapped an agency review that included creative and media. Publicis Media retained the North America portion of the media account. The company spent an estimated $630 million on advertising last year.
Mars is best known for snack foods like M&M’s, Snickers, Orbit and Skittles. It also has a pet care division (Pedigree, Whiskas) and a food and nutrition unit (Ben’s Original, Tasty Bite).
Both the agency review and the acquisition of Kellanova are expected to be completed in 2025.
