Zenith lines up team for Mars UK account

Zenith Media’s European CEO Steve King will have overall responsibility for the massive pounds 85 million Mars UK buying business which the agency landed last week.

Zenith Media’s European CEO Steve King will have overall

responsibility for the massive pounds 85 million Mars UK buying business

which the agency landed last week.



King presides over the Mars account in the US and a number of European

markets, including Scandinavia, Spain and the Czech Republic.



From 1 January, he and his UK team will take on broadcast buying for the

Mars Confectionery and Pedigree Masterfoods portfolio.



Zenith’s Mars team already handles the pounds 8 million centralised

press buying business for Snickers, Tunes, Maltesers and Lockets, which

it picked up last year.



The team consists of the managing partner Rob Hill, buying manager Jamie

White and senior buyers Bruce McGowan and Lau Kung.



Zenith is expected to use the same core buying staff but bring in extra

people to cope with the increased workload over the next few months.



The new remit covers television, radio, cinema and video buying.



The Mars buying business was previously split between MediaVest and

MediaCom TMB. Both took part in a lengthy pitch process in June. New

PHD, which works on the planning side, was also invited to present.



MediaVest handles a mix of planning and buying for Mars, including the

Pedigree Masterfoods brands, worth a total of pounds 30 million.

MediaCom worked on a number of confectionery accounts, thought to be

worth around pounds 25 million. New PHD carries out planning for M&Ms,

Celebrations, Bounty and Snickers, among others.



Planning will remain with the incumbent agencies although insiders have

not ruled out a centralisation of planning business in the future.

Outdoor, handled by Concord, is unaffected.



The Zenith appointment is part of a global review of Mars’ agency

networks.



The company is poised to appoint an agency for the global centralised

creative account in the near future.



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