As Mars scrambles to recoup marketing budgets, Petcare tests e-commerce integrations

Mars is in the process of reassessing its balance book to open up more budget for its marketers. In the meantime, the conglomerate’s Petcare division is testing e-commerce integrations in a bid to find the sweet spot between DTC consumer trends and the traditional CPG model.
A slowdown in CPG marketing spend over the past three years has had repercussions on brands and their agencies alike. Publicis cited a dip in such budgets as a headline cause of its disappointing North American growth