Jane Leung
Oct 6, 2010

Mars appoints OMD Taiwan following month of pitches

TAIPEI - OMD Taiwan has been appointed to the media business for Mars following a month-long competitive pitch against Mindshare and incumbent Dentsu Media Palette.

Mars appoints OMD Taiwan following month of pitches

OMD will be handling both traditional and online media for Mars, effective immediately. 

“During the pitch process, OMD Taiwan impressed us with their positive energy and stellar presentation,” said Yin Wei Lee, commercial head of Mars Taiwan.

According to a company statement, Mars generates global sales of US$28 billion annually across six business segments, including chocolate, petcare, Wrigley gum and confections, food, drinks and symbioscience.

“Mars is a well-trusted brand in Taiwan and has a wide portfolio of products that are much loved by consumers in our market,” said Elle Huang, CEO of Omnicom Media Group Taiwan. "The FMCG arena is a dynamic and challenging industry simply because there are multiple players and consumer habits are fickle and ever-changing. We have entered a phase where media communications is becoming increasingly important as part of clients’ strategies," she continues.

Huang further explains: "Take Facebook for example - 1.5 million pieces of content are shared on Facebook daily – that figure alone is testament to where we can find the bulk of human traffic online.  However, as media communications specialists, our role is to work with our clients to broaden and deepen the reach and therefore, we consider programmes carefully to suit each brand’s needs simply because every client and brand is different.”

In China, Starcom is the media agency for Mars and Wrigley China following the agency's appointment in June this year. The account is reportedly worth US$120 million.

Campaign China

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