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Mars assigns global media planning & buying to MediaCom
MUMBAI: Confectionery and food business, Mars Inc, which is also one of the world’s biggest advertisers, has appointed MediaCom to handle its media planning and buying duties across most of the company’s portfolio.
The full assignment will go into effect on 1 January 2019 and the transition period will run from August until December 2018.
The result follows a competitive pitch against Omnicom, led by Hearts and Science, and Publicis, led by Starcom.
MediaCom had previously managed media planning globally for the client and buying in over 20 markets, including Mexico, Canada, Australia, and the Netherlands.
The entire global business — which is worth £1.4 billion globally, according to data from Recma – will now be consolidated into MediaCom, including buying for the US and China. To deliver on the assignment, MediaCom will work as part of GroupMW, a GroupM solution, tapping into the resources of GroupM and WPP agencies to deliver outstanding results for Mars.
This decision connects to the larger transformation Mars has been driving with its marketing and media agenda — looking to build competitive advantage through insights, investment, and innovation. With an ever-changing marketing and retail landscape, Mars has been putting an increased focus on driving value from fast approaches to data, new creative and content models, and ways to incubate innovation.
Mars chief marketing and customer officer Andrew Clarke says, “This partnership will be a crucial accelerator in our ambition to be quicker, bolder and even more innovative when it comes to meeting our consumer needs. It brings thought leadership and actionable use of data and insights to meet our media needs.”
“It was impressive to see some of the fresh, challenging approaches from all three of the agencies. It’s helped evolve our thinking throughout the pitch and inspired us to be even bolder in our ambition. GroupM created a custom operating model for us which enables us to put data at the heart of our decision making, drive speed at a global, local and campaign level, and use our resources efficiently,” adds Mars global media director Rob Rakowitz.
“Building on our existing remit, and extending our 25-year relationship, we, along with our GroupMW colleagues, will now be managing all of Mars’ media buying, as well as their data and analytics,” mentions MediaCom Worldwide chairman and CEO Stephen Allan. “This confirms our place as the trusted media partner to one of the world’s most prestigious advertisers.”
MUMBAI: BigTrunk Communications, an integrated digital marketing agency known for driving brand transformations across industries, has been awarded the digital marketing mandate for Soframycin, one of India’s most trusted antiseptic cream brands from the EncubeEthicals portfolio. With this collaboration, Soframycin makes its debut into the digital space, aiming to amplify its presence across India through compelling social media narratives and data-led campaigns. BigTrunk will lead the brand’s digital strategy and execution, with a focus on connecting Soframycin’s legacy of trust with today’s health-conscious and digitally engaged audience.
Soframycin has been a household name for generations, widely recognized for its efficacy in treating cuts, burns, and wounds. Backed by the scientific rigor and pharmaceutical expertise of EncubeEthicals, a pharmaceutical powerhouse since 1998, the brand benefits from the expertise of over 1,400 professionals, including more than 200 R&D specialists and a robust team of quality experts. With a presence in over 50 countries, Encube’s commitment to excellence in topical formulations adds deep credibility to Soframycin’s legacy. Now, as the brand enters the digital space, BigTrunk Communications will lead the charge in reimagining Soframycin’s story—creating modern, relatable digital experiences that stay true to its heritage.
“As we take Soframycin into its next chapter of growth, embracing digital media is not just a strategy but a necessity. We wanted a partner who could translate our scientific credibility into engaging, relatable content for today’s audience,” said Soframycin vice president – marketing, Ajay Rawal. “BigTrunk’s deep understanding of healthcare communications and digital behavior makes them the ideal partner to build meaningful narratives around wound care, trust, and wellbeing.”
“Soframycin is more than a product—it’s a legacy deeply rooted in care and science,” added BigTrunk Communications founder & managing director Bharat Subramaniam. “We’re excited to take on this responsibility of guiding a heritage brand into the digital world. Our focus will be on creating contextual storytelling and purpose-driven campaigns that bring Soframycin closer to Indian families, both old and new.”
