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The Drum has discovered that WPP has misplaced the American conglomerate’s multi-billion buck account, with Publicis to guide its media, manufacturing, paid social and influencer and attached trade functions, whilst IPG’s Weber Shandwick oversees a supercharged way to logo PR.
In every other vital account loss for WPP, The Drum has discovered that rival preserving corporate Publicis has effectively pitched to procure the Mars industry. It comes after WPP’s Mark Read this week published he’s going to be stepping down from the board and as leader government officer, leaving the corporate on December 31, 2025.
In November final yr, it was once published that Mars was once to release an enormous world firm assessment.
Following a aggressive proposal (RFP) procedure, Mars has appointed Publicis to guide its media, manufacturing, paid social and influencer and attached trade functions, with IPG’s Weber Shandwick set to supervise a supercharged way to logo PR, with each companies tasked with bringing tradition and dialog even nearer to the portfolio of iconic manufacturers at Mars.
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According to Mars, the end result of the pitch procedure will see the brand new firm ecosystem carried out in complete around the two greatest companies of Mars, together with Mars Snacking and Mars Petcare.
Mars Food and Nutrition will sign up for Snacking and Petcare, moving its media industry to Publicis. The corporate’s long-standing inventive companions, Omnicom, will proceed to guide logo inventive, which was once now not a part of the assessment. T&P will proceed to guide logo inventive for Food and Nutrition.
“When it comes to building brands, we know that to remain iconic, we must remain in motion,” mentioned Gülen Bengi, lead leader advertising officer at Mars and leader expansion officer at Mars Snacking.
“That’s why we’re reimagining the Growth Playbook with a transformative vision for brand building – one that is bold by design and rewired for accelerated value creation. As always, consumers and pets are at the center of everything we do. And now, we’re putting our fans and communities in the driver’s seat through unprecedented co-creation of brand experiences, seamlessly connected across the consumer journey and personalized at scale. Our new industry-leading agency ecosystem is the next piece in our plan to bring this vision to life. The Mars way.”
WPP gained the Mars account in 2018, which consolidated all of its media making plans and purchasing with WPP’s GroupM (now WPP Media). Until then, Mars had operated a three-agency manner, running with MediaCom in addition to Publicis Groupe’s Starcom on native media. OMD treated the remainder
This is a large blow for WPP, which additionally misplaced its $700m Coca-Cola media account to Publicis in March of this yr.
