Mars launches global agency review

Mars has launched a global review of its agencies, encompassing media, commerce, social media, brand, PR and influencer marketing.

The review, which is expected to conclude in 2025, does not include creative, currently handled by Omnicom’s BBDO and DDB divisions. 

All Mars’ current partners have been invited to the pitch process. 

First reported by Ad Age, the review is set to focus on Mars Snacking, which includes brands such as M&M’s and Snickers, and Mars Petcare, which includes the Pedigree and Cesar brands. Mars Food & Nutrition is not included in the review. 

The goal of the process is reportedly to reduce the brand’s number of agency partners. 

Currently, the company works with EssenceMediacom on its media planning and buying, Publicis Groupe’s Mars United Commerce and IPG’s Weber Shandwick on PR. 

EssenceMediacom declined to comment when approached by Campaign. Publicis Groupe and IPG have been approached for comment. 

A spokesperson for Mars said it was a “planned review of our agency partners”, so they could deliver “best-in-class brand building”.

They added: “As a result, we are initiating RFP [request for proposal] processes across several capability areas within our consumer brands and expect the process to conclude in 2025. 

“We are committed to conducting a fair and transparent RFP that respects the contributions of all our partners and we are grateful to our incumbent holding companies — each of whom has been invited to participate in the RFP — for their partnership.”

The company recently acquired Pringles-maker Kellanova in a deal worth $36 billion.