MediaCom wins Mars Inc account

MediaCom will cater to the media functions of all the products of Mars Inc.

Mars Inc has appointed media agency MediaCom after a multi-agency pitch to handle its media mandate. The US-headquartered brand began the process of reviewing its media agency in September, 2012. With this win, MediaCom will now handle all the products - chocolate (M&M's, Milky Way and Snickers, among others), pet food (Pedigree) and Wrigley - under the umbrella. The agency will look into media planning and buying across all media.

The incumbent Media Direction (R K Swamy BBDO), MEC and StarCom were among the other agencies that had pitched for the account.

Incidentally, MediaCom has been handling the media functions of Wrigley for over five years. In fact, the agency handles the media mandate of the brand in 18 other countries. This is the first time the agency will handle Mars' account in India.

Mars recently launched a television commercial for Snickers, which featured actors Rekha and Urmila Matondkar. The ad was created by R K Swamy BBDO. The brand has a presence in more than 73 countries and was incorporated in 1929 in the US.