Publicis Secures Mars’ $1.7 Billion Global Media Account, Replacing WPP
In a major shift within the advertising industry, Mars Inc. has awarded its $1.7 billion global media account to Publicis Groupe, ending its long-running partnership with WPP.
The French advertising giant will now oversee media, production, commerce, paid social, and influencer marketing across more than 70 markets. A dedicated unit called “OneMars” will manage the account, according to industry reports.
Alongside this media move, Mars has also selected Interpublic Group to handle its global public relations, naming Weber Shandwick as lead agency. Creative responsibilities, still managed by Omnicom’s BBDO and DDB, were not part of the review.
This decision concludes a six-month global agency review involving Publicis, Omnicom, and incumbent WPP. It coincides with Mars’ $35.9 billion acquisition of Kellanova-parent company of Pringles and Pop-Tarts-which is driving a broader consolidation of agency partnerships.
The account, valued at $1.7 billion by COMvergence, was last retained by WPP’s EssenceMediacom in 2022 after a 10-month competitive review.
For WPP, the loss represents yet another blow in a difficult year marked by major client departures, including Coca-Cola’s North America media business and Paramount’s global account. The agency is also bracing for CEO Mark Read’s planned exit in December, amid slowing revenues and increasing pressure to overhaul its media operations.
