POSTED 27 JAN 2021
Media Planning, Implementation & Activation • Permanent (Full Time)
Global Performance Senior Planner
Department / Team
Mars Petcare & Royal Canin
Global Performance Associate Director
About MediaCom: People First, Better Results
People First, Better Results articulates our belief that an agency is only as good as the people behind the name. We believe that our people are truly what differentiate us as an agency. It is they who drive the success of the company, attracting clients who want to work with the smartest, most motivated people possible. Because we believe in the power of our employees to build our business, we aim to work in a way that recognises this; creating a culture and working environment that is exciting, stimulating and challenging.
MediaCom is one of the world’s largest and most successful media networks with 7,000 people working in 125 offices in 100 countries. To stay ahead of our competitors, MediaCom has always positioned itself as a visionary partner for our clients, challenging them by homing in on ground-breaking, commercial ideas based on in-depth insights and marketplace knowledge.
Our people and our culture are vital to our continued success. Like every company, we look to find the best people for the job. We believe we employ the best people in the industry. However, it doesn’t end with finding the best talent. We spend considerable time and funding ensuring that our people are motivated, have the best training and advancement opportunities and understand their clients’ businesses. We believe that by putting our People First, we deliver Better Results for our clients.
Having been appointed in 2018 as their sole planning/buying agency, MARS are MediaCom’s biggest client Globally, with a total ad spend of just over $1Bn across 3 core segments: Confectionary, Pet, Food.
Our brief in 2018 was to help them drive transformation across marketing and media.
Marketing transformational for MARS means sustainable growth by ensuring every brand interaction creates shared value for the people, pets and partners they serve, ensure their brands:
Media transformation for MARS means growing media contribution to sales by:
A consistent thread throughout this transformation agenda is helping MARS build digital availability across their portfolio and converting the demand that exists in this space. With most category growth coming from ecommerce it’s imperative they win in this space to help deliver on their growth ambitions.
To address this MARS have been building out owned visibility on core online retailors as well as developing new D2C business models and launching them to market.
This purpose of this role is to join a centralised Global team to help MARS on this journey, with an ambition of supporting them to become one of the best performance marketers globally.
The Performance Senior Planner’s role is primarily to support the Performance Associate Director in the creation of and day-to-day management of the media plan to maximise ROI for a client.
The primary focus will be on media plan optimisation, working with the Performance Planner/Executive to ensure clear understanding of what is working and why, plus media owner liaison regarding buying and media plan delivery.
To perform that task, the Senior Planner will be required to have experience in these key areas:
Reporting & Optimisation
Mars is a multinational company with 3 major business segments: Mars Wrigley Confectionery, Petcare and Food.
Mars Pet Nutrition boasts some of the world’s best-known Pet food brands – including Pedigree, Whiskas, Sheba, Cesar and Dreamies. Mars Petcare is a significant segment in the overall Mars business, generating a substantial revenue for the company. With a portfolio of pet food brands, they aim to serve against any pet owner’s need for their pets and their mission is to make a better world for pets.
Mediacom have worked with Mars for many years in many key markets and we have a very strong relationship with them – we work very closely not just with the Mars marketing team but across their business. One of Mars’ key pillars is mutuality which is reflected in the way they work with Mediacom as the agency partner.
We are very proud of the work we have done with Mars in driving growth for their brands and this has been recognised with a host of awards - including Media Week, Campaign and Cannes. We believe these awards are a testament to how closely we work with Mars and our integrated approach, both within Mediacom and working in partnership with other agencies.
In December 2014, MediaCom secured the Mars planning business across all segments and in all markets. We followed this by consolidating both planning and buying as of January 2019.
The account win represents a step change in their approach to media planning & execution which Mediacom is driving the agenda for.
About Royal Canin
Founded in France in 1967 by a veterinarian, the Royal Canin Brand is a global leader in pet health nutrition. Unknown to many, Royal Canin belongs to Mars Inc. Mars is one of the biggest family-owned companies in the world, with more than $35 billion in annual sales. Their biggest business is pet care and Royal Canin is their biggest brand together with Pedigree. In an industry that continues to adapt to popular trends, RC has the mission to be known as the reference in health nutrition in pet care. It is a knowledge-based premium brand, that provides the most precise nutritional solution for cats’ and dogs’ health needs. The brand is a global brand that is present in 45+ markets, reaching premium cat and dog owners as well as partnering in B2B with vets and breeders.
At MediaCom, we are running both planning and buying assignments for Royal Canin following the pitch win in 2017. We are working closely with the global team based in South of France. The strategy and the global direction are set by together with the global team.
About Royal Canin & Mars Petcare Structure at MediaCom
Royal Canin and Mars Petcare are separate segments within MARS, both sitting under the Pet Care division.
Currently, Royal Canin account team is made up of 6 people, servicing Global structure to build strategy and governance for the brand across 40+ markets but also Central structure to both plan & buy media across 18 Markets out of London HUB with Connected Execution teams.
Mars Petcare account team is made up of 8 people, servicing as Deployment team for Mars Petcare’s 4 key Blueprint markets – UK, Germany, France & Poland, for more than 8 pet care brands in the portfolio.
In 2021 we are merging the 2 teams together to create a Global Per Care specialist function, containing Brand and Performance experts.
Once fully staffed the team will comprise of 16 people in total, reporting into one Global Engagement Director.