Mars may centralise planning for its three UK media contracts -
worth more than £50m - into a single agency.
Mars' confectionery, petfood and general food accounts are currently
scattered among Mediavest, Mediacom and PHD, while Zenith handles its
centralised media buying.
A review has been kicked off, but it is thought it will not come into
effect until May.
Mediavest handles brands including Maltesers, Mars, Skittles, Uncle
Ben's and Dolmio Pasta & Sauces.
Mediacom looks after brands including Pedigree petfood, and, on the
confectionery side, Twix, Galaxy, and Milky Way, while PHD handles
brands such as Bounty, Celebrations, Snickers, M&Ms, Tunes, Lockets and
petfood Whiskas.
Rumours of an imminent centralisation follow the news that Mars is
planning to merge its UK food and petcare businesses.
Mars Confectionery and Pedigree Masterfoods, which houses brands such as
Uncle Ben's and Dolmio, will trade under the name Masterfoods, as a
division of Mars.
The UK review may be a precursor to a global media rethink by Mars.
Mars recently switched its pan-European creative account from D'Arcy to
Grey Worldwide.
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