Mars Puts Media Chores in Play

Mars, in the wake of its $23 billion merger with Wrigley, is reviewing domestic media chores as part of a market-by-market appraisal process, per sources.

That initiative is said to include various regions worldwide but excludes some key areas such as China, where a separate review was recently conducted.

The combined companies spent $770 million in U.S. measured media in 2008, according to Nielsen. (Mars spending in the U.S. last year was $530 million, down 10 percent from '07, per Nielsen. Wrigley spent $250 million on ads last year, up 22 percent from '07.)

Publicis Groupe's MediaVest is the incumbent on the Mars business in the U.S., while WPP's Mindshare handles the Wrigley account. Sources said both agencies are defending, although neither would comment and referred calls to the client.

Reps at the client did not respond to queries about the review.

It was not clear if non-roster shops were being invited to participate.
By Steve McClellan
source