The UK review covers the £35m media-buying business for Mars UK, which includes brands Dolmio, Uncle Ben's and Klix. As well as the £20m media buying for Mars Confectionery, which includes chocolate brands Mars Bars, Snickers and Galaxy. The £15m Petcare business, which houses Cesar, Pedigree and Whiskas is also included. All of these brands are currently handled in the UK by ZenithOptimedia.
Also under review is the £10m Wrigley media-buying account, which has been held by MediaCom since April 2002. Wrigley's products include its Spearmint, Orbit and Doublemint gum, Airwaves and Juicy Fruit brands.
MediaCom also handles the consolidated media-planning business for Mars Confectionery and Pedigree Masterfoods, which it won in 2002, but this is not thought to be included in the review process.
Mars and Wrigley's were merged last year in a deal worth $23bn. The consolidation process is being led by Mars' head of media and marketing buying Martin King and media manager Paula O'Reilly.
Publicis Groupe's MediaVest has recently been appointed in the US to handle its $500m Mars-Wrigley media account.
Mars refused to comment on the review.
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