Mars overhauls global agency model as Publicis, IPG and Omnicom take charge

Mars has unveiled a major shakeup to its global marketing structure with the launch of a new agency ecosystem dubbed “One Mars".

"One Mars" brings together Publicis, Omnicom and IPG to power the next phase of its brand-building ambitions. The move follows a global agency review and competitive RFP process.

Publicis has been appointed to lead media, production, paid social, influencer marketing, and connected commerce while IPG’s Weber Shandwick has been tasked with elevating Mars' brand PR through a culture-first, conversation-led approach. Both agencies will support the company’s push to create more integrated and consumer-centric experiences.

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The new setup will be implemented across Mars’ two largest divisions, Mars Snacking and Mars Petcare, with Mars Food and Nutrition also shifting its media business to Publicis.

The company’s creative duties remain unchanged, with long-time partner Omnicom continuing to handle brand creative. T&P will retain creative responsibilities for the Food & Nutrition business.

According to Mars, the integrated, silo-free model will bring together capabilities from across some of the industry’s most innovative networks, laying the groundwork for what it calls an AI-driven growth model. The approach will see Mars invest in its talent, technology, and partnerships with “disruptors defining the next generation".

The new ecosystem is set to go live in January 2026, covering six continents and more than 70 markets worldwide.

“When it comes to building brands, we know that to remain iconic, we must remain in motion. That’s why we’re reimagining the growth playbook with a transformative vision for brand building, one that is bold by design and rewired for accelerated value creation," Gülen Bengi, lead CMO at Mars and chief growth officer at Mars Snacking, said.

"Consumers and pets are at the center of everything we do. And now, we’re putting our fans and communities in the driver’s seat through unprecedented co-creation of brand experiences, seamlessly connected across the consumer journey and personalised at scale. Our new industry-leading agency ecosystem is the next piece in our plan to bring this vision to life"

Arthur Sadoun, CEO of Publicis Group, said the agency was reinventing the consumer business playbook with Mars and rekindling a longstanding partnership.

"Mars’ iconic brands and our unmatched capabilities, powered by the depth of our connected ID, core AI and human insights, we are ready, energised and eager to bring to life the One Mars platform and help deliver the next generation of brand building for this special company, as we redefine the industry in the age of AI together," Sadoun said.

Reflecting on the six-month global review, one of the most competitive and comprehensive in the company’s history according to the brand, Gülen Bengi noted the caliber of agencies involved and the rigor of the process. "Without exception, every agency that participated brought forward outstanding thinking, creativity and passion," he said.

"I’m deeply grateful for the diligence and dedication of our associates who orchestrated this process, and to our incumbent partners for their collaboration and commitment to our business. They have certainly played an indispensable role in creating the firm foundations we’re proud to be building on today."

Blow for WPP

For incumbent WPP, the loss of Mars’ media account marks another setback, following a challenging start to 2025 and the recent announcement that longtime CEO Mark Read will step down.

Read's move comes after a series of restructuring taken place within WPP's subsidiary agencies where the agency recently retired the GroupM name and launched WPP Media, a fully integrated, AI-powered media company designed for the next wave of marketing.

WPP also moved its creative agency Grey under Ogilvy, shifting its current reporting structure from AKQA group. 

Despite the Mars loss, WPP continues to hold key global accounts, including The Coca-Cola Company. The agency group retained the global mandate after partnering with Publicis for Coca-Cola’s North America media buying.

WPP was first appointed as Coca-Cola’s global marketing network partner in 2021, charged with executing a unified marketing model to drive long-term growth across more than 200 countries and territories.

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