Welcome to Ad Age's Wake-Up Call, our daily roundup of advertising, marketing, media and digital-related news. You can get an audio version of this briefing on your Alexa device. Search for "Ad Age" under "Skills" in the Alexa app. What people are talking about today: Mars Inc. wants to simplify its agency relationships and work with a single media agency globally. It's launching a review process that "could take the rest of the year," as Ad Age's Jessica Wohl writes. This is big; the maker of candy, packaged food and pet food is the world's 21st biggest advertiser, according to the Ad Age Datacenter, putting it ahead of McDonald's, Nike and Walt Disney Co. For now, WPP's MediaCom does media planning globally. Publicis Groupe's Starcom does buying most local markets, while in some it's handled by Mediacom and Omnicom Group's OMD. All three have been invited to join the review. For some agencies, it could be a long 2018.
Snapchat's parent company has laid off about two dozen people, many of them in the content division, as Cheddar, the streaming financial news network, reports. Snap also asked a "handful" of employees in New York and London to relocate to Los Angeles, where the company is based, the report says. The layoffs were a minute percentage of the total workforce, which was 3,000 at the end of the third quarter of 2017. But the news comes after reports that some of Snapchat's efforts on content haven't taken off as the company might have hoped; The Daily Beast recently reported that only about 20 percent of Snapchat users look daily at the app's "Discover Editions," featuring content made by media publishers, from BuzzFeed to The Washington Post. Maybe people are too busy sending each other goofy photos.