Mars has launched a review of its £50 million British media planning business, with the duties expected to be consolidated at one shop. The agency search may even expand into a global review, sources told Campaign.
Currently handling media planning for many of the client’s confectionery, pet care and food brands are MediaCom, MediaVest and PHD. Buying is centralised at Zenith.
Said one unnamed informant: “Mars is looking to centralise its planning and is filtering agencies at the moment. It is currently working its way round different markets so it can review globally.” Speculation that a global review may be imminent was heightened by uncertainty over the future of its US planning account.
The move follows a restructuring in the UK, which has seen its Mars Confectionery and Pedigree Masterfoods divisions moved into a Masterfoods subsidiary of Mars UK.
News source: CampaignLive (UK)