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Mars taps WPP media specialists

By Published on .

[Hong Kong] Mars has appointed two small WPP-owned media specialists, Maximize, Beijing and Motivator, Hong Kong, to handle its $12.5 million media business in mainland China for all brands, including Dove, M&M's, Skittles, Whiskas and Pedigree. They pitched against the incumbent, Publicis Groupe's Starcom, and Omnicom Group's Optimum Media Direction, Publicis' Zenith and local agency Sunshine. WPP's main media brand MindShare did not participate because of a conflict with Nestle brands such as KitKat. Creative is handled by Nitro, a Shanghai-based independent agency run by former D'Arcy executive Chris Clark.
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