Mars Japan appoints UM to handle media buying and planning duties

Mars’ decision to place UM in charge follows a three-way pitch. The incumbent agency is said to be Dentsu.

UM is looking to plan and develop media marketing activities starting next month. This appointment does not include creative development which is managed by I&S BBDO Tokyo.

Mars Japan currently handles petcare products, snacks and beverages. Brands sold in the country include M&M’s, Snickers, MilkyWay, Combos, Pedigree, Cesar, Greenies, Perfect Fit, Nutro and Flavia.

Reported recently, Mars has charged StarCom as its media agency in China. The Chinese business falls under Mars and Wrigley China, a subsidiary of Mars Incorporated. The company also consolidated its M&M's and Snickers accounts under BBDO China in August.