Mars UK has put its 6m press account for its petfood, confectionery and food brands up for review – which could result in one agency handling all planning and buying.
Incumbents Zenith, Mediacom and MediaVest have repitched, together with New PHD, which previously only handled some planning. Brands include some of the leading fast-moving consumer goods, ranging from confectionery such as the Mars bar and Snickers to Whiskas catfood and Dolmio pasta sauces.
A decision is expected within the next ten days.
A Mars UK spokesman says: “We decided to review print to see if it could be done more effectively.
“We are looking at a number of possibilities, including one agency for all press planning and buying.”
The TV media business, the lion’s share of Mars’ total media spend estimated at 77.2m, is not being reviewed. Neither are the creative accounts for the affected brands.
MediaVest handles Mars bar, Whiskas, Uncle Bens and Dolmio among others; MediaCom’s brands include Minstrels, M&Ms and Milky Way; Zenith has accounts which include Maltesers and Pedigree Chum (ACNielsen-MEAL).
The brands affected by the review fall into the confectionery division, Pedigree Petfoods and Master Foods divisions. The latter two are being merged into Pedigree Master Foods.