Indiantelevision.com Team

(6 May 2009 7:00 pm)

NEW DELHI: Mars-Wrigley has consolidated its media planning and buying account to MediaVest, a division of Starcom MediaVest Group (SMG) owned by Publicis Groupe.

Prior to this, Mindshare was the incumbent agency for Wrigley, while MediaVest handled Mars.

Says Mars Snackfood vice president - Integrated Marketing Communications Carole Walker, “The combination of Mars and Wrigley provides a strategic opportunity that requires the optimum agency structure to ultimately drive growth and cost savings that address our collective media needs. We have selected MediaVest as the best partner due to their demonstrated thought leadership and best in class go-to-market approach.”

As part of the consolidation, MediaVest will handle television, cinema and radio for Mars and Wrigley. The agency will also handle out-of-home (OOH) and digital planning for Wrigley. Kinetic NY, a Group M/WPP partner, will handle OOH media duties for Mars while digital will remain with Digitas.

Earlier in October 2008, Mars had acquired Wrigley Jr Company.