In a significant win, Publicis Groupe has secured Mars’ vast media account, worth $1.7 billion, following a rigorous six-month review. The French network will now handle media, production, commerce, paid social media, and influencer marketing operations across over 70 markets.
To manage this extensive account, Publicis Groupe will establish a dedicated team, “OneMars.” This major win marks one of the most significant account moves of 2025, with Publicis Groupe edging out incumbent WPP and Omnicom.
Meanwhile, Mars has handed its global brand PR brief to Interpublic Group. IPG’s Weber Shandwick Collective, which already works with the company, will be the lead agency.
“When it comes to building brands, we know that to remain iconic, we must remain in motion,” Gülen Bengi, lead chief marketing officer at Mars and chief growth officer at Mars Snacking, said in a statement.
She said the company was putting our fans and communities in the “driver’s seat,” through brand experiences and personalization at scale. “Our new industry-leading agency ecosystem is the next piece in our plan to bring this vision to life,” she added.
Arthur Sadoun, CEO of Publicis, said the new relationship would combine the agency’s AI tools with human insights to deliver the “next generation of brand building” for Mars.
Beginning in late 2024, the pitch spanned the conglomerate’s snacking and pet care divisions, covering brands including Snickers, M&Ms, Royal Canin, and Pedigree. Mars Food & Nutrition, which houses brands like Ben’s Original, was not under review.
EssenceMediacom previously held the media account, valued at $1.7 billion per COMvergence. The agency retained the business in 2022 following a 10-month competitive review that resulted in a four-year contract.
However, Publicis has managed to continue growing with other big client wins, such as Coca-Cola Co and Banco Santander SA, even as WPP’s market share has slipped and economic uncertainty hit ad spending. The company pivoted early to focus on digital and data-led marketing tools and is spending on deals to add capabilities for influencer marketing and data.
Publicis shares gained 2.1% to €99.48 at 11:34 a.m. in Paris trading on Wednesday. The stock has declined 3.4% this year. WPP rose 0.1% to 553.80 pence in London and has declined 33% this year.