Traditional and digital media responsibilities for all of the Mars and Wrigley brands across Canada have been awarded to MediaCom Canada.
After a three-month review, MediaCom Canada takes over the business from OMD, the incumbent agency since 2005.
Trace Rutland, commercial manager-media innovation and Canada for Mars North America, said in a release that MediaCom won the business after a review that included OMD and Starcom.
The assignment is effective immediately and MediaCom Canada CEO Jamie Edwards said it will be managed by teams working out of Toronto and Montreal MediaCom offices.
Responsibilities for the business include planning and buying for television, cinema, radio, out-of-home, and digital for all confectionary and food brands under the Mars/Wrigley banner throughout Canada, said Rutland.
This news comes on the tail of another big win for MediaCom. It was announced earlier this month that the agency was chosen to handle the Yum! Restaurants Canada media account. Yum owns the KFC, Taco Bell and Pizza Hut brands in Canada.
