Publicis Groupe has clinched a major victory in the global advertising landscape by securing the worldwide media account of Mars, valued at $1.7 billion. This win marks one of the largest media shifts of the year, ending a long-standing relationship between Mars and WPP, which had managed the account for more than two decades.
The decision follows an extensive and highly competitive pitch process that began in late 2024 and involved all major holding groups. Mars, a global leader in confectionery, pet care, and food, sought a partner capable of unifying its media investments across more than 70 markets and driving a new era of data-driven, consumer-centric marketing.
Under the new arrangement, Publicis will be responsible for all media planning and buying, digital activation, paid social, retail media, and influencer marketing for Mars’ extensive brand portfolio. This includes iconic names such as M&M’s, Snickers, Whiskas, Pedigree, and Royal Canin. The account will be managed through a bespoke unit, “OneMars,” set up within Publicis to deliver integrated solutions and operational excellence worldwide.
For Mars, the move is part of a broader strategy to consolidate its media operations, gain greater transparency, and accelerate the adoption of advanced technologies and artificial intelligence in its marketing efforts. By partnering with Publicis, Mars aims to achieve greater agility and personalization at scale, with a particular focus on leveraging data to optimize consumer engagement across channels and markets.
Arthur Sadoun, Chairman and CEO of Publicis Groupe, hailed the win as a testament to the group’s transformation over recent years. He emphasized the strength of the “Power of One” model, which brings together creative, media, data, and technology capabilities under a single P&L to deliver seamless solutions for global clients.
The transition to Publicis will begin in the coming months, with the full deployment of the OneMars unit expected in early 2026. The account will be coordinated from major Publicis hubs in London, New York, and Singapore, ensuring global consistency while allowing for local market adaptation.
The loss of the Mars account is a significant setback for WPP, coming after other recent account departures. The shift highlights the growing importance of integrated service models, advanced data capabilities, and the ability to drive measurable outcomes for clients in an increasingly complex media ecosystem.
With this win, Publicis further solidifies its position as a leading force in global media, reinforcing its credentials to handle the world’s most demanding and complex accounts. For Mars, the partnership represents a decisive step toward future-proofing its marketing operations and sustaining growth in a rapidly evolving landscape.
