WPP's recent loss of the Mars account to Publicis marks a pivotal change in the advertising landscape. Publicis will handle media, production, social strategy, and commerce for Mars, while IPG’s Weber Shandwick will manage brand PR. This decision comes amid a comprehensive agency review initiated by Mars last November, aimed at creating a more streamlined approach to connect their diverse brands. Notably, WPP's CEO Mark Read is set to leave in December 2025, further emphasizing the transition's impact on the company and its future direction.
When it comes to building brands, we know that to remain iconic, we must remain in motion," said Gülens Bengi, lead chief marketing officer at Mars and chief growth officer at Mars Snacking. It speaks to the need for brands to innovate continuously.
The outcome of the pitch process will see the new agency ecosystem implemented in full across the two largest businesses of Mars, including Mars Snacking and Mars Petcare.
Following a competitive proposal (RFP) process, Mars has appointed Publicis to lead its media, production, paid social and influencer and connected commerce capabilities.
WPP has lost a significant account with Mars as it transitions to Publicis, alongside IPG's Weber Shandwick handling brand PR. This indicates a strategic shift.
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