Mars unveils new agency ecosystem to power next generation of building iconic brands and experiences
McLean, VA (June 10, 2025) – Mars, Incorporated today announced the outcome of its global agency review, unveiling a new industry-leading agency ecosystem powered by Publicis, along with Omnicom and IPG, designed to fuel a reimagined approach to brand building - one that puts consumers and pet owners at the center of every experience.
Following a highly competitive RFP process, Mars has appointed Publicis to lead its media, production, paid social and influencer and connected commerce capabilities, with IPG’s Weber Shandwick set to oversee a supercharged approach to brand PR, with both agencies tasked with bringing culture and conversation even closer to the portfolio of iconic brands at Mars.
The outcome of the pitch process will see the new agency ecosystem implemented in full across the two largest businesses of Mars - Mars Snacking and Mars Petcare. Mars Food & Nutrition will join Snacking and Petcare, shifting its media business to Publicis. The company’s long-standing creative partners, Omnicom, will continue to lead brand creative, which was not part of the review. T&P will continue to lead brand creative for Food & Nutrition.
“When it comes to building brands, we know that to remain iconic, we must remain in motion,” said Gülen Bengi, lead CMO at Mars and chief growth officer at Mars Snacking. “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. As always, 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 personalized at scale. Our new industry-leading agency ecosystem is the next piece in our plan to bring this vision to life. The Mars way.”
At an almost unparalleled scale, the new fully integrated agency model - set to be named "One Mars" - will bring together best-in-class capabilities across the industry’s most innovative and talented media, production and creative networks.
The new silo-free agency setup will position Mars at the frontier of an AI-driven growth model. Which will see the company invest in its people, technology and partner with disruptors who are defining the context of the next generation.
Arthur Sadoun, CEO of Publicis Groupe, said, “We are delighted to reinvent the consumer business playbook with Mars, rekindling our longstanding partnership as we embark on this significant growth transformation journey. Mars’ iconic brands and our unmatched capabilities - powered by the depth of our Connected ID, core AI and human insights - we are ready, energized 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.”
Reflecting on the 6-month global review – one of the most competitive and comprehensive in the company’s history - Gülen Bengi noted the extraordinary caliber of agencies involved and the rigor of the process, adding: “Without exception, every agency that participated brought forward outstanding thinking, creativity and passion. 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.”
The new agency ecosystem will go live in January 2026, spanning six continents and more than 70 markets worldwide. The pitch process was managed by Flock Associates.
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