Mars set to ax media executive role

Mars is set to eliminate his position as senior director of global media at the end of this year, according to people with direct knowledge of the matter.

Ron Amram was recruited by Mars in 2020 to help elevate the company’s global media operations and improve and streamline its relationships with agencies and vendors. He is responsible for media strategy and buying for Mars brands such as M&M’s, Snickers and Pedigree.

It was not immediately clear whether Amram would continue in a new role or leave the company. Amram declined to comment. Mars did not respond to requests for comment.

Amram’s role is being eliminated just months after Mars completed a sweeping review of its agency partnerships in June, assigning its $1.7 billion media business to Publicis, which also took over its commerce and influencer marketing missions. Publicis has won the major account from UK holding company WPP following a six-month review process.

During his nearly five years at the company, Amram led Mars’ global media transformation program, a multi-year initiative to improve the company’s marketing capabilities in areas such as digital media and content. Before joining Mars, Amram was a long-time media manager at Heineken USA.

Mars is undergoing significant changes in other areas. The company is expected to complete its $35.9 billion acquisition of Kellanova, owner of brands including Pringles and Pop-Tarts, later this year. The mega-deal will significantly expand Mars’ snacking business, helping it expand into new categories such as chips and crackers.

Other major advertisers have also recently experienced major upheavals within their media divisions. Last year, Luis Di Como, Unilever’s longtime media director, left the consumer goods giant after 33 years as part of a broader restructuring of the company, Business Insider first reported. In August this year, Advertising week reported that Walgreens laid off its internal media buying team.