Mars and Wrigley picks Starcom in South Asia

The account covers the Southeast Asian markets of Thailand, Malaysia, Singapore, the Philippines and Indonesia. This appointment came after a comprehensive agency assessment that also included MEC and OMD.

Previously, MEC handled Wrigley’s media buying and planning in South Asia, while Omnicom Media Group agencies had Mars media planning and buying businesses in the region.

“The decision was not an easy one due to best in class agencies participation in the pitch,” David Glass, vice-president marketing at Wrigley Asia-Pacific, said.

“We appreciate the hard work and professionalism demonstrated by MEC throughout our relationship and wish them the best. The merger of Mars and Wrigley has provided us with a unique opportunity to strengthen our competitive advantage and create additional value for our combined businesses. We believe that by partnering with Starcom we are better positioned to realise these opportunities at the local and at the regional levels.”

Helen Villanueva, marketing director of Mars Thailand Inc, noted that Starcom was appointed based on its superior planning and buying expertise with great insights into the brands and target, as well as the quality of the team which will all be instrumental in delivering Mars Inc. growth objective in the years to come.

Ng See Meng, marketing director at Mars Southeast Asia, said, “OMD/PHD is a world class agency which has made great contribution towards the growth of Mars in the region and we value their contributions and working relationship.”