MediaCom has won the consolidating pitch for Mars’ global media planning business, spanning 80 markets (including MENA).
The media planning for the confectionery business was previously handled by a number of agency networks in different markets, including MediaCom in the UK and Starcom in the US.
A release from Mars stated: “In 2015, Mars, Incorporated will be transitioning to a single global media planning agency, MediaCom. MediaCom was selected in a closed agency review.
“This move was not a reflection of the in-market performance of our existing media planning partners. With the constant change in the media landscape, this model will allow us to bett
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