The review process follows the $23bn merger of the global confectionery giants Mars and The Wrigley Company last October.
The aim is to consolidate the media buying for Mars and Wrigley into one UK agency in a process being led by Mars' head of media and marketing buying Martin King and media manager Paula O’Reilly.
The move follows the appointment of Publicis Groupe’s MediaVest in the US at the start of the summer to handle the new $500m Mars-Wrigley media account.
Similar local market reviews are set to roll out across Europe and beyond, although each will be run separately and be independent of one another.
The UK review includes the £35m media buying business for Mars UK, which includes products such as Dolmio, Uncle Ben’s and Klix; the £20m media buying for Mars Confectionery, which includes chocolate brands Mars Bars, Snickers and Galaxy; and the £15m Petcare business, which includes Cesar, Pedigree and Whiskas.
All are currently handled in the UK by ZenithOptimedia.
Also under review is the £10m Wrigley media buying account, which has been held by MediaCom since April 2002.
Wrigley’s products include its Spearmint, Orbit and Doublemint gum, Airwaves and Juicy Fruit brands.
MediaCom also handles the consolidated media planning business for Mars Confectionery and Pedigree Masterfoods, which it won in 2002, but this is not believed to be included in the review process.
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