Mars UK hands Zenith pounds 85m media account

Mars UK has handed its pounds 85 million centralised broadcast media buying account to Zenith Media.

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

weeks.



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

agencies.



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.



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