Young & Rubicam has picked up $25m (16m) of business from a global realignment of the Canderel and Nutrasweet brands, with Mellors Reay & Partners losing out in the UK.
The manufacturer Benevia – a subsidiary of US chemical giant Monsanto and the world leader in branded sweeteners – has consolidated its global advertising business into Y&R in Europe and Ogilvy & Mather in America and Asia.
Y&R was already Benevia’s agency in France, Spain, Portugal and Greece with $7m (4.5m) of business, and has added all other Western and Eastern European markets except Italy, where it has a conflict. The UK Canderel business, formerly with Mellors Reay, is worth about 1.5m.
O&M, previously responsible for the US business, will in addition handle advertising in Italy, Canada, Latin America and Asia Pacific.
Fernan Montero, chairman of Y&R Europe, says: “We are very pleased to have been chosen as the communications instrument for Benevia’s consolidated approach to the European market.”