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.

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