The win marked the second major new business win awarded to
MediaCom this month; last week Yum! Restaurants Canada - owner of
the KFC, Pizza Hut and Taco Bell brands in Canada - chose the
agency to handle its media account.
"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."
Rutland said MediaCom won the business following a review that
included Starcom and OMD, the incumbent agency since 2005. She said
responsibilities include planning and buying for television,
cinema, radio, out-of-home, and digital for all food and
confectionary brands under the Mars/Wrigley banner throughout
Canada.
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.
"We are excited by the opportunity to work with such a dynamic
marketer on some of the world's most prestigious brands," said
Edwards. "We look forward to partnering with Mars/Wrigley and
contributing to the continued success of their dynamic lineup of
brands in Canada by using a fresh communications approach to help
fuel brand growth."
Earlier, when MediaCom won the Yum! Restaurants business, the
agency was cited for its strategic capabilities and was lauded as
for the strength of its team.
"MediaCom demonstrated a strategic focus to planning and buying
that made it clear they are the best agency partner to assist us in
our brand turnaround in Canada," Yum! Restaurants Canada Chief
Marketing Officer Dan Howe said. "We were impressed by their
insightful team and ability to generate and measure impact across
the digital and traditional media space."