The Publicis Groupe agency, which handles Mars' media buying, beat the WPP-owned MediaCom, the incumbent on the Wrigley media planning and buying account, and OMD.
MediaCom has retained Wrigley's planning and online media business and has won the online media planning and buying for Mars, which was also included in the review. The consolidated business includes media buying across Mars' confectionery, petcare and food ranges, and media buying for Wrigley brands such as Juicy Fruit and Airwaves.
ZenithOptimedia won the £15 million planning assignment for Mars Petcare in February, breaking MediaCom's grip on the consolidated Mars planning account. MediaCom continues to handle planning across Mars' food and confectionery brands in addition to Wrigley.