Masterfoods – parent of candy giant Mars Confectionery and pet care group Pedigree Masterfoods – has handed MediaCom its consolidated £120 million ($175m; €189m) media and below-the-line planning business.
Previously, the duties were split three ways. MediaCom claimed the smallest portion, handling six of Masterfoods’ 27 British brands; the rest were divided between MediaVest and PHD.
All three incumbents took part in the consolidation review, alongside Zenith Optimedia and Media Planning Group – the latter reaching a final head-to-head with MediaCom.
The assignment does not affect Zenith’s tenure of the consolidated media buying business.
Data sourced from: BrandRepublic (UK); additional content by WARC staff