Mars Inc. wants to move from a three-agency media structure to using a single global media partner. On Thursday, it announced a review process that could take the rest of the year.
The pet care, confectionery and packaged food marketer said it would transform its approach to media buying and planning across most of its portfolio.
"We want to make sure we keep pushing the boundaries in how we reach our consumers; being quicker, bolder and more innovative with our choices in this ever-changing media landscape," Chief Marketing and Customer Officer Andrew Clarke said in a statement. "Data can play a crucial role here, both in providing us with new insights, but also with reinforcing our commitment to evidence-based marketing and investment."