It sure is ending as a year of high stake media pitches. After corporate majors such as Nestle and Britannia have decided on their media agency partners, all eyes are now on Mars Incorporated for its media agency decision for both Mars which includes Mars Chocolate, Mars Foods and Mars Petcare and its acquired business Wrigley.
Mars Incorporated’s decision to acquire Wrigley in 2008 has seen its share of consolidated media reviews in various markets. In September 2012, a media review was kicked off in India too as part of a global initiative. At present, the businesses in India are handled by RK Swamy Media Group and MediaCom.
While the pitch process is seen as an attempt to park the media duties with one agency to leverage the strengths of consolidation, some industry sources pointed out that Mars Incorporated may consider continuing with two agencies too.
Between its various verticals including the acquired businesses, Mars Incorporated owns brands such as Mars, Snickers, Twix, M&M in the chocolate business, Orbit from the Wrigley side of the business and brands such as Pedigree, Royal Canin and Banfield Pet Hospital in the Petcare business. While Wrigley and Pedigree have been large spenders, it is understood that in the year ahead, Mars will up its spends on Mars Chocolates and Mars Foods in India.