Mars Inc. has appointed Publicis Groupe as its global media agency of record, ending a longstanding relationship with WPP’s EssenceMediacom. The move follows a competitive six-month review involving Publicis, Omnicom, and incumbent WPP.
As part of the mandate, Publicis will take charge of media, production, commerce, paid social, and influencer marketing across more than 70 markets. A newly formed unit, OneMars, will lead the global operations, signalling a fresh, integrated approach to Mars’ evolving marketing needs.
This strategic shift aligns with Mars’ broader ambitions post its $35.9 billion acquisition of Kellanova (parent of Pringles and Pop-Tarts). As the company scales, consolidating agency partners became a key priority to drive consistency and efficiency across global markets.
Meanwhile, Interpublic Group’s Weber Shandwick has been named the lead agency for Mars’ global PR responsibilities, while creative duties will remain with Omnicom’s BBDO and DDB, which were not part of this review cycle.
The decision is a clear win for Publicis and a significant loss for WPP, which had held the account through EssenceMediacom as recently as 2022. This follows a string of recent client losses for WPP, including Coca-Cola’s North America media and Paramount’s global business—adding pressure as the agency prepares for CEO Mark Read’s exit in December.
With this $1.7 billion win, Publicis reinforces its stronghold in global media and underscores its commitment to building agile, client-first structures that deliver business results.
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