UPDATED: Romanian Mars-Wrigley media account changes the agency

(adds a statement from OMD’s Managing Director and more info)

Romanian Mars – Wrigley media pitch saw OMD Romania taking over the management of media account. The decision was taken on Monday, after a pitch that started in 2010′ autumn, according to Paginademedia.ro.

Previously, Mars – Wrigley account was handled by Media Direction, part of BBDO Group Romania.

The agencies that competed in this pitch were Media Direction, OMD, MediaVest, Mediaedge and Mediacom.

According to estimates, the annual value of Mars – Wrigley account is of Euro 5-6M.

Mars – Wrigley portfolio includes brands such as Orbit, Snickers, Whiskas and Pedigree.

The win comes for OMD after the agency won, in the previous years, media accounts such as Dacia – Renault – Nissan (2008) and Vodafone (2009)

“It was an extremely balanced and managed process. The pitch’s brief that the partners from Mars-Wrigley gave was a complex and provocative one, and this inspired us to find the best solutions to reach the common objective of both teams: the desire to perform. We are proud that we won this very important local pitch and we are honored to be Mars – Wrigley’s partners in Romania”, Cristian Mucichescu, Managing Director OMD Romania, said.

OMD will take over the media account starting March 1st.

OMD Romania –  part of Omnicom Media Group Romania – is headed by Cristian Mucichescu, previously Executive Director of Media Direction. Mucichescu left Media Direction in February 2008 and joined OMD Romania as Managing Director a month later.