WPP loses $1.7 billion Mars media account to Publicis

WPP has faced another significant setback by losing the $1.7 billion (£1.4 billion) global media planning and buying account for Mars to its French rival Publicis. The American company, which owns brands like Snickers, M&Ms, and Whiskas, initiated a review of its advertising and marketing strategies six months ago, leading to the decision to switch agencies.

The Mars contract represents approximately 1 per cent of WPP’s worldwide revenue. While the group continues to hold some mandates with the global confectionery and pet food giant, this latest loss is part of a growing trend. WPP has already yielded high-profile accounts, such as Coca-Cola in North America and portions of its business with Pfizer, to competitors.

Despite its challenges, WPP has also secured new contracts, including Johnson & Johnson’s US account and Amazon’s non-American media operations. However, this series of losses coincides with WPP’s recent demotion from the status of the world’s largest advertising group by revenue, a position overtaken by Publicis.

The announcement comes at a time of organisational transformation within WPP. Mark Read, who has been the company’s chief executive since 2018, recently declared that he will step down by the end of the year. His departure follows the arrival of Philip Jansen, the former BT chief executive, who now serves as WPP’s chairman and is overseeing the search for Read’s successor.

WPP has increasingly faced challenges on multiple fronts. Rising competition from digital platforms like Meta, which owns Facebook and Instagram, combined with a decline in traditional marketing avenues such as print and television, has intensified pressure on its business. Macroeconomic concerns are also driving reductions in major brands’ advertising budgets.

The rise of artificial intelligence has further disrupted the advertising sector. WPP has shown a commitment to adapting, investing £300 million this year in AI technologies, including its WPP Open operating system, an AI-driven platform it has been developing for four years. The company also acquired Satalia, an AI toolmaker, in 2021 to bolster its capabilities. Despite its efforts, WPP’s shares have fallen by 26 per cent over the past year and have lost more than half their value during Read’s tenure.

As competition intensifies and technological change accelerates, WPP finds itself facing a critical juncture as it contends with financial pressures and the search for new leadership to steer through these challenges.