Mars UK has handed its pounds 85 million centralised broadcast
media buying account to Zenith Media.
Zenith pitched against the three other incumbents, MediaVest, MediaCom
TMB and New PHD, for the business. MediaVest handles a mixture of
planning and buying for accounts including Maltesers, Twix, Flyte,
Mars Bar and Whiskas; MediaCom TMB works on M&Ms, Joosters, Milky Way,
Galaxy, Starburst and a number of Pedigree Masterfoods brands; and New
PHD carries out planning for M&Ms, Celebrations, Bounty, Snickers,
Tunes, Starburst, Lockets and Sheba.
Zenith was the incumbent buying agency on Snickers, Tunes, Maltesers,
and Lockets. Planning remains with the incumbent agencies.
The centralisation of broadcast buying into Zenith follows the agency’s
appointment last year to handle the centralised pounds 8 million press
buying business for Mars. Zenith will be responsible for media buying
across TV, radio and cinema from the beginning of next year.
The appointment of Zenith was confirmed by Mars which indicated that all
planning and buying assignments for press and outdoor would remain
unaffected by the review. Graham Duff, chief executive of Zenith Media,
was unavailable for comment on the account win.
The Zenith appointment forms part of a review of Mars’ agency networks
worldwide. Creative pitches have been taking place during the last few
The worldwide creative networks, Grey, BBDO and D’Arcy, have taken part
in the review, and a number of local agencies are also thought to have
come under the spotlight.
It was originally thought that Mars was looking to pare down its roster
of agencies from three to two, but it is now believed that the FMCG giant
may retain its roster but change the balance of accounts held by the
In the past, when Mars has moved an account out of an agency it has
replaced it with another, but it is thought the the company may now look
to change the balance of power within its roster of agencies.