Mars to switch $1.7 billion media account out of WPP

Mars has elected to move its global media account out of WPP to rival Publicis following a competitive pitch between the four largest agency networks: WPP, Publicis, Omnicom and IPG.

The account has become the latest in a series of high-profile media steals Publicis has made from its rival network, including Coca-Cola North America in March, and the key markets of Sky’s European media account, including the UK and Ireland, in November last year.

The process was assisted by MediaSense, with pitches managed by Flock Associates. 

The review covered media, commerce, social media, brand, PR and influencer marketing across 70 markets including the US. Mars’ creative advertising was not included in the review, and is still handled by Omnicom’s BBDO and DDB divisions. WPP integrated agency T&P will also continue to handle creative for Mars Food & Nutrition.

Campaign initially reported the launch of the Mars review in November 2024, and there were multiple incumbents.

WPP agency EssenceMediacom held the lion's share of the media planning and buying business, worth an estimated $1.7 billion in media spend, according to COMvergence. Publicis Groupe’s Mars United Commerce previously handled commerce, and IPG’s Weber Shandwick covered PR, both of which have been retained.

Publicis' bespoke integrated team for Mars will be named "One Mars" and work using an "AI-driven growth model".

The new contracts with Publicis and IPG will be effective from 1 January 2026.

Gülen Bengi, lead chief marketing officer at Mars and chief growth officer at Mars Snacking, said: “When it comes to building brands, we know that to remain iconic, we must remain in motion. That’s why we’re reimagining the growth playbook with a transformative vision for brand building, one that is bold by design and rewired for accelerated value creation. Our new industry-leading agency ecosystem is the next piece in our plan to bring this vision to life. The Mars way.”

The aim of the review was to consolidate Mars’ agency partners and focused on Mars Snacking, including brands such as M&M’s and Snickers and Petcare, covering the Pedigree and Cesar brands.

Arthur Sadoun, the chief executive of Publicis Groupe, added: “We are delighted to reinvent the consumer business playbook with Mars, rekindling our longstanding partnership as we embark on this significant growth transformation journey.

"Mars’ iconic brands and our unmatched capabilities – powered by the depth of our Connected ID, core AI and human insights – we are ready, energised and eager to bring to life the One Mars platform and help deliver the next generation of brand building for this special company, as we redefine the industry in the age of AI together.”

WPP’s loss of Mars’ media account follows Mark Read’s announcement that he would be stepping down as chief executive of WPP earlier this week.