US EditionPublicis Takes Mars' $1.7 Billion Media Account From WPP
- Mars, a global FMCG company, awarded its $1.7 billion global media account to Publicis following a competitive pitch that began in late 2024 covering 70 markets.
- The review included major agencies WPP, Omnicom, and Publicis and started shortly after Mars announced its $35.9 billion acquisition of Kellanova in August 2024.
- Publicis has been appointed to manage media, production, e-commerce, paid social campaigns, and influencer initiatives for Mars’ divisions focused on snacks and pet care, supporting brands such as Snickers, M&M’s, Royal Canin, Pedigree, and Mars Food & Nutrition.
- Publicis CEO Arthur Sadoun expressed enthusiasm and readiness to activate the One Mars platform, utilizing AI-powered insights to drive innovative advancements in brand development.
- The loss adds pressure on WPP, which reported a 5% revenue decline in Q1 2025 and forecasts flat or declining revenues, while CEO Mark Read plans to step down by December amid a successor search.
15 Articles
15 Articles
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Mars, a global agri-food and confectionery giant, has just announced the transfer of its colossal global media budget. Estimated at $1.7 billion, it will move from WPP to Publicis Group. To simplify and strengthen the impact of the Mars Group's brands, Publicis' new dedicated team, called "One Mars", will build on a growth model driven by artificial intelligence: combining data, human insights and advanced technologies. The main objective? To ma…
Publicis Groupe bags Mars’ $1.7B global media account, ends WPP’s run
Publicis Groupe has secured the global media business of Mars, Incorporated, wresting control from long-time incumbent WPP in one of the most closely watched pitches of 2025. The French holding company will now manage the confectionery and pet care company's media, production, commerce, paid social, and influencer marketing operations across more than 70 markets. To service the account, Publicis will form a dedicated unit, 'OneMars.' The decisio…
Mars drops WPP from media account in favour of Publicis
Global FMCG firm Mars has opted to drop WPP as its lead media account holder, in favour of its direct rival Publicis after a competitive pitch process. The move comes shortly after WPP CEO Mark Read announced he would be stepping down from his role at the end of the year, with the London-based group now searching for a successor. The switch marks the latest coup by Publicis against its long-time rival, having also won Coca-Cola’s North American …
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