The decision follows a comprehensive agency assessment conducted jointly by Mars and subsidiary the Wm. Wrigley Jr. Company to consolidate planning and buying responsibilities for the general and Hispanic market television, cinema and radio within these business segments.
 
As part of the consolidation, MediaVest will assume out-of-home (OOH) and digital buying and planning for Wrigley, while Mars will keep their OOH media with Kinetic NY , a Group M/WPP partner. Digital buying and planning for Mars will remain with Digitas.
 
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