AMV wins two Masterfoods ad briefs

Abbott Mead Vickers BBDO has picked up two new briefs from Masterfoods.

The agency has been handed the pan-European business for the company's petfood brand, Perfect Fit, and the domestic account for the confectionery brand Milky Way.

TBWA\Paris previously handled the account for Perfect Fit, a petfood for both cats and dogs that is already available in most key European markets. AMV takes over all European advertising duties on the brand and will create a communications strategy for the petfood's UK launch.

The advertising will be based on the idea that the food can improve a pet's health.

The Milky Way business is moving to AMV from Grey London. The agency was forced to resign the account, along with all of its other Masterfoods business, when it was acquired by WPP in 2004.

AMV, which already handles Mars, Snickers and M&Ms, has been briefed to create an integrated campaign that will use online and ambient executions as well as TV. The agency will also be briefed with creating sponsorship deals.

AMV has also recently taken over the £59 million BT media planning account from its Omnicom stable-mate PHD.

The account was moved into the creative agency as a way of keeping both pieces of business within Omnicom after Yell decided that its business was in conflict with BT.

The news came just three weeks after AMV was forced to resign its hold on the £20 million Yell above-the-line account, again because of a conflict with BT.

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