WPP Loses $1.7 Billion Mars Account to Publicis

WPP Loses Mars’ $1.7 Billion Media Account to Publicis in Major Industry Shakeup

The global advertising world is witnessing another big shakeup as British ad giant WPP has lost Mars’ massive $1.7 billion global media account to French rival Publicis. This high-profile shift comes hot on the heels of WPP’s recent losses, including Coca-Cola’s $700 million North American media account and the end of a two-decade partnership with Paramount earlier this year.

A Tough Week for WPP

The Mars account loss is particularly significant, not just for its size but also for its timing. The news broke just a day after WPP CEO Mark Read announced his retirement, adding to the company’s leadership uncertainty and industry speculation about its next moves.

WPP had been managing Mars’ media planning and buying since 2018 through its GroupM division, now rebranded as WPP Media. The loss of such a major client underscores the increasing competition among global advertising networks, especially as brands seek fresh approaches and integrated solutions in a rapidly changing media landscape.

Why Mars Chose Publicis

According to marketing news sources, Mars has appointed Publicis to lead not just its media but also production, paid social, influencer marketing, and connected commerce capabilities. This means Publicis will handle a broad spectrum of Mars’ marketing needs from traditional media buying to new-age digital and influencer strategies.

Additionally, IPG’s Weber Shandwick has been tapped to oversee Mars’ brand PR, aiming to create a “supercharged approach” that brings culture and conversation even closer to Mars’ portfolio of iconic brands. Together, Publicis and Weber Shandwick are tasked with making Mars’ brands more relevant and engaging in today’s fast-moving consumer landscape.

The Changing Face of Global Advertising

The Mars move is the latest in a series of major account shifts that highlight how global brands are rethinking their agency partnerships. With the rise of digital media, influencer marketing, and connected commerce, advertisers are looking for partners who can deliver across all platforms and channels—not just traditional TV or print.

Publicis’ win reflects its growing reputation for integrating media, creative, and digital expertise under one roof, appealing to brands that want seamless, data-driven campaigns. The agency’s ability to offer end-to-end solutions—from media buying to influencer management—was likely a key factor in Mars’ decision.

What’s Next for WPP?

For WPP, the loss of Mars, Coca-Cola, and Paramount in quick succession is a wake-up call. The company will need to reassess its strategy, invest in innovation, and possibly rethink its leadership approach as it faces mounting pressure from agile rivals like Publicis.

Industry watchers will be keenly observing how WPP responds to these setbacks and whether it can regain its footing in the fiercely competitive global advertising market2.

The Road Ahead for Mars

For Mars, the new partnership with Publicis and Weber Shandwick signals a bold step toward future-ready marketing. With a focus on culture, conversation, and connected commerce, Mars is aiming to keep its brands at the heart of consumer life—no matter how fast the media world changes.