Mars, the global confectionary and food giant, has appointed WPP’s GroupM subsidiary MediaCom to manage its media planning and buying across its portfolio, which includes products such as Mars, Dove, Galaxy, M&M’s, Snickers, and Dolmio.

The entirety of Mars’ global business, which is worth £1.4bn, will be consolidated into MediaCom. This will see MediaCom work as part of GroupMW, a GroupM solution, to tap into the resources provided by both GroupM and WPP agencies.

“This partnership will be a crucial accelerator in our ambition to be quicker, bolder and even more innovative when it comes to meeting our consumer needs. It brings thought leadership and actionable use of data and insights to meet our media needs,” said Andrew Clarke, chief marketing and customer officer at Mars.

MediaCom had previously managed media planning for Mars globally, as well as handling its buying in over 20 markets, including Mexico, Canada, Australia, and the Netherlands.

“Building on our existing remit, and extending our 25-year relationship, we, along with our GroupMW colleagues, will now be managing all of Mars’ media buying, as well as their data & analytics,” said Stephen Allan, worldwide chairman & CEO of MediaCom. “This confirms our place as the trusted media partner to one of the world’s most prestigious advertisers.”