Advertising Company MediaCom Successfully Secures $1 Billion Media Agreement with Mars Inc.
Mars Inc. Extends Partnership with WPP's Media Business
Mars Inc., the global confectionery and petcare giant, has announced an extension of its partnership with WPP's media business. This decision comes after a comprehensive internal review conducted by Mars Inc. regarding its media partnerships, which lasted for 10 months.
The new four-year agreement, which began last month and will run through the end of 2025, will see WPP handling media duties for all three segments of the Mars business: Mars Wrigley, Mars Petcare, and Mars Food.
In addition to the continued partnership with the WPP agency, Mars Inc. has also incorporated Essence, a GroupM sister agency, into its media team. Essence will be responsible for managing Mars' biddable media.
The extension of the partnership also includes the increased use of WPP's data arm, Choreograph. This move is expected to enhance Mars Inc.'s data-driven marketing strategies.
It's important to note that this decision was made three years after Mars Inc. consolidated its media business with MediaCom. However, the recent shift of Mars' $1.7 billion media account from WPP to Publicis Groupe in June 2025 indicates a significant reduction in WPP’s role in Mars’s media buying and planning.
Mars has also engaged other agency groups for segments like earned media and PR, suggesting a diversification of its agency partnerships across different business segments.
Despite the lack of public data on an ongoing or expanded partnership scope with WPP, including the involvement of WPP agencies Choreograph and Essence, it appears that Mars' relationship with WPP has been extended rather than scaled back.
For more specific details about a particular business segment or further information, it is recommended to consult direct press releases from Mars, WPP, or the involved agencies.
- Mars Inc.'s media duties for its three business segments – Mars Wrigley, Mars Petcare, and Mars Food – will continue to be managed by WPP's media business, as part of their extended four-year partnership in finance and business.
- To strengthen its data-driven marketing strategies, Mars Inc. has incorporated Essence, a GroupM sister agency, into its media team, handling biddable media, as part of their extended finance and business partnership with WPP.
