Four networks to pitch for global Mars account

WPP, Omnicom, Publicis and IPG are believed to be pitching for the global Mars account.

Campaign understands the process is at the request for proposal stage. The pitch, which launched in November 2024, includes media, commerce, social media, brand, PR and influencer marketing. It does not, however, include creative, which is currently handled by Omnicom’s BBDO and DDB divisions. 

Mars also works with EssenceMediacom on its media planning and buying, Publicis Groupe’s Mars United Commerce and IPG’s Weber Shandwick on PR. 

All of Mars’ agency partners had been invited to take part, and Campaign understands they are actively pitching for the account.

With the aim to reduce Mars’ agency partners, the review is set to focus on Mars Snacking and Petcare, which includes brands such as M&M’s and Snickers, and the Pedigree and Cesar brands, respectively. 

According to a media agency leader, Omnicom and IPG are currently acting as two different networks, despite the pair being on track to merge in the second half of 2025.

Earlier this month, John Wren, the chairman and chief executive of Omnicom, said it was “business as usual” in a memo to staff.

WPP, Omnicom, Publicis and IPG declined to comment.