Mars Masterfoods has dropped D’Arcy from its global creative roster, ending a relationship that has lasted in various forms since 1932.
The assignment was worth $70 million (£48m; €77m) in the US alone, where D’Arcy also handled other Masterfoods brands such as Uncle Ben’s, Skittles, Combos and Whiskas. Total global billings are estimated at $100m.
D’Arcy has lost several Masterfoods accounts around the world in recent months, including the $36m European Uncle Ben’s duties, shifted to BBDO Worldwide in October.
A replacement agency is expected to be announced in as little as two weeks.
Data sourced from: AdAge.com; additional content by WARC staff