ZenithOptimedia captures Mars planning business

LONDON - Mars Petcare UK has appointed ZenithOptimedia to handle its £15 million media planning account.

Whiskas...owned by Mars Petcare
Whiskas...owned by Mars Petcare

The appointment will see MediaCom lose its grip on the consolidated Mars planning business, which it landed in May 2002.

MediaCom will continue to handle media planning on the £29 million Mars Confectionery account.

The move sees planning for petcare brands - including Pedigree, Whiskas and Cesar - consolidated into ZenithOptimedia, which handles Mars' UK buying.

A Mars spokesman said: "Following a scheduled review of our media planning for Mars Petcare UK we have awarded the 2009 planning assignment to ZenithOptimedia.

"MediaCom will continue to do media planning for Mars chocolate and food divisions."