MediaCom in £120m Mars win

Masterfoods has appointed MediaCom to handle its £120m centralised media planning business following a five-way pitch.

Masterfoods has appointed MediaCom to handle its &£120m centralised media planning business following a five-way pitch.

The business was split between MediaCom, MediaVest and PHD. All three incumbents pitched for the business, along with Masterfoods’ buying agency Zenith Media. Media Planning Group was the only non-roster agency to pitch for the account.

The appointment does not affect Zenith’s centralised media buying responsibilities.

The account covers Masterfoods’ UK businesses, comprising confectionery, petfood and other food products. The work picked up by MediaCom includes planning for aboveand below-the-line activity, such as direct mail and in-store marketing. These were not previously thought to have been included in the pitch.

Masterfoods says the appointment is part of a European initiative to improve the efficiency and effectiveness of its brand campaigns.

This week, Masterfoods has also announced that TBWA/Chiat/Day Los Angeles is to replace D’Arcy as the food company’s third global roster agency. In the US, the agency will handle the Seeds of Change, Uncle Ben’s and Whiskas brands. The Skittles account has been handed to BBDO. Masterfoods says it has yet to make a decision about its UK business, which is worth about &£20m. D’Arcy handled a number of chocolate brands, including Maltesers, Revels and Flyte. However, TBWA/London handles advertising for rival confectioner Cadbury Trebor Bassett.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here