MediaCom Canada has been awarded traditional and digital media for all of Mars/Wrigley brands across Canada following a three-month review that included Starcom and OMD, the incumbent since 2005. The win marked the second major new business win awarded to the GroupM agency this month. Last week Yum! Restaurants Canada (KFC, Pizza Hut and Taco Bell brands in Canada) also chose the agency to handle its media account.
Responsibilities include planning and buying for television, cinema, radio, out-of-home, and digital for all food and confectionary brands under Mars/Wrigley banner throughout Canada.
“Throughout the review process MediaCom consistently demonstrated its strength in strategy, execution and innovative ways of reaching our customers,” said Trace Rutland, Commercial Manager-Media Innovation and Canada for Mars North America. “After careful review of each proposal and an impressive amount of innovative thinking, we determined that MediaCom will make the best Mars/Wrigley partner.”
The assignment is effective immediately and will be managed by teams working out MediaCom’s offices in Toronto and Montreal, said Jamie Edwards, CEO of MediaCom Canada.