Masterfoods has consolidated its account into MediaVest, part of Publicis Groupe's Starcom MediaVest Group, after a competitive review. The agency will run the business out of its New York and Los Angeles offices.
The Masterfoods win follows that last week of Sara Lee, which owns brands as diverse as Playtex bras and Kiwi shoe polish, which consolidated its estimated $200m (£109.1m) media account into Starcom USA.
MediaVest competed against roster agencies including Omnicom's OMD, Grey Global Group's MediaCom and WPP Group's Mediaedge:cia. Aegis Group's Carat also competed but was not an existing roster agency.
The win includes confectionery brands such as Snickers, M&Ms, Twix and Starburst, as well as the Pedigree and Whiskas pet foods business.
There was some consolation for competing agencies as Mediaedge:cia and MediaCom are to hang on to print buying and out-of-home activity respectively.
MediaCom also handles Masterfoods business in the UK. It won the £120m UK media account in 2002 following a consolidation in which MediaCom defeated the Starcom MediaVest Group and other roster agencies.
According to US reports, Masterfoods spent $350m in 2003 and $324m in 2002.
The review was overseen by consultancy Pile & Company in Boston.
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