Mars-Wrigley has announced that its media planning and buying account will be handled by MediaVest, a division of Starcom MediaVest Group (SMG) owned by Publicis Group. Prior to this, Mindshare was the incumbent agency for Wrigley, while MediaVest handled Mars.
Carole Walker, VP – Integrated Marketing Communications, Mars Snackfood, says, “The combination of Mars and Wrigley provides a strategic opportunity that requires the optimum agency structure to ultimately drive growth and cost savings that address our collective media needs. We have selected MediaVest as the best partner due to their demonstrated thought leadership and best in class go-to-market approach.”
As part of the consolidation, MediaVest will handle television, cinema and radio for Mars and Wrigley. The agency will also handle out-of-home (OOH) and digital planning for Wrigley. Kinetic NY, a Group M/WPP partner, will handle OOH media duties for Mars while digital will remain with Digitas.
Source: Bombay Adclub