MediaCom Canada scores sweet Mars-Wrigley biz

In its second major account win in as many weeks, the agency announces it will handle traditional and digital media for all brands in the company's portfolio.

Life at MediaCom in Canada is about to get a whole lot sweeter.

The agency announced today that it has won the traditional and digital media business for Mars-Wrigley in Canada, a remit that includes all the brands in the company’s portfolio.

Wrigley is a subsidiary of Mars Incorporated, which includes brands such as Mars, M&M and Dove under its Chocolate banner; Pedigree and Whiskas under its Petcare banner and Uncle Ben’s under its Food banner. According to RECMA, the company spent $37 million in media in 2009, the last full-year spend tally available from the measurement co.

Previously, the account was handled by OMD in Canada. Agencies vying for the Mars-Wrigley business over the course of a three-month review included Starcom and OMD.

Work on the account will be handled by MediaCom’s Toronto and Montreal offices and will include buying for TV, cinema, radio, OOH and digital, a release on the announcement said.

‘Throughout the review process MediaCom consistently demonstrated its strength in strategy, execution and innovative ways of reaching our customers,’ Trace Rutland, commercial manager, media innovation for Mars North America, said in a release. ‘After careful review of each proposal and an impressive amount of innovative thinking, we determined that MediaCom will make the best Mars/Wrigley partner.’

The win is the second for MediaCom Canada in as many weeks. Last week, the agency announced it won the Yum! Restaurants Canada business from incumbent ZenithOptimedia.