Mars Inc. has launched a comprehensive global review of its agency partners, excluding creative, in a bid to consolidate its marketing services.
The review, expected to conclude in 2025, spans media planning and buying, commerce, social media, brand public relations, and influencer marketing across the company’s Snacking and Petcare divisions.
Reducing Agency Multiplicity
The confectionery giant, known for iconic brands like Snickers, M&M’s, and Pedigree, aims to reduce its number of agency partners through this process.
Currently, Mars works with a variety of holding companies, including EssenceMediacom for media, Publicis Groupe for commerce, and IPG’s Weber Shandwick for PR.
Streamlining for Efficiency
According to reports, the global review is part of Mars’ strategy to foster more integrated and efficient marketing strategies.
By consolidating its agency roster, the company hopes to drive better coordination and alignment across its key marketing capabilities.
Exclusive Focus on Snacking and Petcare
The review will concentrate on Mars’ Snacking business, which includes brands like Snickers and M&M’s, as well as its Petcare division, home to Pedigree and Cesar.
However, the company’s Food & Nutrition segment, featuring brands such as Ben’s Original and Masterfoods, is not included in the current evaluation.
Respecting Incumbent Partners
Mars has invited all of its incumbent agency partners to participate in the review process, signalling a commitment to a fair and transparent RFP.
The company has expressed gratitude for the contributions of its long-standing agency relationships.
A Shifting Landscape in FMCG
This global agency review comes amidst a shifting landscape in the FMCG industry.
Mars recently acquired Pringles-maker Kellanova for $36 billion, underscoring the company’s ambitions to grow its portfolio and streamline its marketing operations.
