{"id":17636,"date":"2022-03-01T00:00:00","date_gmt":"2022-03-01T05:00:00","guid":{"rendered":"https:\/\/tomilli.com\/en\/mediacom-mars-partner-to-transform-global-marketing-strategy\/"},"modified":"2022-03-01T00:00:00","modified_gmt":"2022-03-01T05:00:00","slug":"mediacom-mars-partner-to-transform-global-marketing-strategy","status":"publish","type":"post","link":"https:\/\/tomilli.com\/en\/mediacom-mars-partner-to-transform-global-marketing-strategy\/","title":{"rendered":"MediaCom &#038; Mars partner to transform global marketing strategy"},"content":{"rendered":"<div class=\"article-section-content intro-full intro-final\">\n<p class=\"article-intro followed-by-article-section\">Expanded global media role includes wider GroupM solution, appointment of Essence to manage biddable media.<\/p>\n<\/div>\n<div class=\"article-section\">\n<div class=\"article-section-content intro-full intro-final\">\n<p>Mars, Incorporated has retained WPP\u2019s MediaCom as its global media agency across its Mars Wrigley, Mars Petcare and Mars Food segments. This new global partnership, which began in January 2022, will run until the end of 2025.<\/p>\n<p>The reappointment follows a thorough media review throughout 2021, a critical element of Mars\u2019 new vision for marketing called \u201cBuilding Brands for Mutual Value.\u201d This strategic platform includes transforming its approach to consumer engagement, data insight, digital marketing, and brand purpose in three ways:<\/p>\n<ul>\n<li>Driving an innovative media transformation plan across all Mars businesses, brands, and regions. It will focus on embracing the latest in data-driven planning, underpinned by WPP\u2019s Choreograph, which will bring its data enablement capability to help Mars evolve its content strategy and adapt to changing media habits.<\/li>\n<li>Supporting Mars as a champion of brand safety and expanding its investments in inclusive and sustainable marketing through GroupM\u2019s industry-leading Responsible Investment Framework.<\/li>\n<li>Extending the relationship to include GroupM sister agency, Essence, who will develop Mars\u2019 approach to auction-based media. Essence will enable Mars to reach and engage consumers, and will be responsible for Mars\u2019 fast-growing programmatic video, social and search investment, establishing specialist hub capabilities regionally in Europe, Asia and Latin America.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<div class=\"article-quote intro-left intro-final\">\n<p>We set out a detailed vision and operating plan for our next wave of media transformation at Mars. We were impressed by WPP\u2019s commitment to evolving their own integrated team to deliver that vision, building on our trusted partnership with MediaCom but adding in fresh, digital-first thinking from other GroupM partners, including Essence.<\/p>\n<div class=\"article-quote-name\">Rankin Carroll, Chief Brand &amp; Content Officer at Mars Wrigley and Executive Sponsor for Media, Mars Inc.<\/div>\n<\/div>\n<div class=\"article-section\">\n<div class=\"article-section-content intro-full intro-final\">\n<p>Simon Sadie, WPP\u2019s Global Client Leader, Mars and Client President, MediaCom said: \u201cAfter a decade of partnership, we are incredibly proud to extend our relationship with Mars, and excited to embark on the next stage of the journey together. The coming years will see accelerated changes in how Mars approaches media, reflecting changing media habits and the fast-evolving data-driven media opportunities. We are dedicated to seeing the bigger picture for Mars to deliver smarter and forward-thinking media solutions.\u201d<\/p>\n<p>Ron Amram, Senior Director of Global Media for Mars, commented: \u201cThe extension of our WPP relationship brings a new level of partnership between Mars Inc. and WPP, building on enhanced mutually aligned commercial terms and greater operating transparency which will enable us together to drive improved media effectiveness and real business growth we have designed a modern partnership that addresses many of the challenges of the 21st century digital age\u201d.<\/p>\n<p>Ryan Storrar, Essence\u2019s EMEA CEO, said: &#8220;We are thrilled to be partnering with Mars to accelerate the next chapter of growth through Biddable media. We have a shared ambition to drive transformation for Mars by embracing an increasingly data-driven and automated approach to Biddable media, setting the tone for an innovative partnership. To realize this ambition, Essence is committed to mobilizing a combination of industry-leading expertise and technology to enable progressive solutions in Biddable that create value for Mars.&#8221;<\/p>\n<p>Taken from:<a href=\"https:\/\/www.mediacom.com\/en\/articles\/news\/mediacom-mars-partner-to-transform-global-marketing-strategy\"> https:\/\/www.mediacom.com\/en\/articles\/news\/mediacom-mars-partner-to-transform-global-marketing-strategy<\/a><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Expanded global media role includes wider GroupM solution, appointment of Essence to manage biddable media. Mars, Incorporated has retained WPP\u2019s MediaCom as its global media agency across its Mars Wrigley, Mars Petcare and Mars Food segments. This new global partnership, which began in January 2022, will run until the end of 2025. The reappointment follows<\/p>\n","protected":false},"author":1,"featured_media":13920,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[466],"tags":[],"class_list":{"0":"post-17636","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing-trends"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>MediaCom &amp; Mars partner to transform global marketing strategy - Tomilli<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tomilli.com\/en\/mediacom-mars-partner-to-transform-global-marketing-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MediaCom &amp; Mars partner to transform global marketing strategy - Tomilli\" \/>\n<meta property=\"og:description\" content=\"Expanded global media role includes wider GroupM solution, appointment of Essence to manage biddable media. Mars, Incorporated has retained WPP\u2019s MediaCom as its global media agency across its Mars Wrigley, Mars Petcare and Mars Food segments. This new global partnership, which began in January 2022, will run until the end of 2025. 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