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MediaVest Wins $500 Million Mars-Wrigley Account

Publicis Shop Beats Out Fellow Incumbent Mindshare for Media Business

By Published on . 6

NEW YORK (AdAge.com) -- Publicis Groupe's MediaVest has won the more than $500 million Mars-Wrigley consolidated media account after a shootout between incumbents.

MediaVest will serve as media-planning and -buying agency of record for Mars' Wrigley, U.S. Petcare and Snackfood businesses.
MediaVest will serve as media-planning and -buying agency of record for Mars' Wrigley, U.S. Petcare and Snackfood businesses.
After acquiring Wrigley last October, Mars initiated a review to consolidate the media accounts under one agency in hopes of driving cost efficiencies. MediaVest had worked with Mars since 2004, and WPP's Mindshare had been Wrigley's agency since 2006.

Jennifer Jackson-Luth, senior manager-marketing communications at Wrigley, said she could not speak about the savings the consolidation would bring because of the "proprietary and confidential nature of the business" but did address the rationale that drove it.

"The merger of Mars and Wrigley has allowed us to identify efficiencies between our companies to help drive growth and cost savings," she said in an e-mail. "We initiated the review between our respective agencies to identify the best partner to manage our collective media needs using appropriate staff efficiencies and streamlined communication that will inevitably strengthen our competitive advantage and bring additional value to our consumers."

MediaVest will serve as media-planning and -buying agency of record for Mars' Wrigley, U.S. pet-care and snack-food businesses, and will handle managing, planning and buying responsibilities for TV, cinema and radio for the general market and Hispanic market.

As part of the consolidation, MediaVest will also manage out-of-home and digital buying and planning for Wrigley. Mars will keep its out-of-home media with Kinetic, New York, a WPP agency, while its digital buying and planning will remain with Publicis agency Digitas.

Mars recently premiered the first 3-D cinema ad for its Skittles brand, called "Skittles Transplant." And in March the company launched Fling, its first new chocolate bar in 20 years, with an ad campaign by Mars' longtime creative shop, BBDO, New York.

Mindshare referred calls to the client.

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