The agency had contested a pitch with fellow incumbents Starcom MediaVest Group and PHD. Zenith Optimedia Group and Media Planning Group also pitched. MPG had taken MediaCom to a final head-to-head contest after the other agencies had been eliminated.
MediaCom's appointment to the planning contract does not affect Zenith's centralised media-buying account. As well as planning for advertising activity, MediaCom will also work on below-the-line planning across direct mail and in-store.
Masterfoods, which includes Mars Confectionery and Pedigree Masterfoods, said that it had held the pitch as part of a European initiative to improve the efficiency and effectiveness of its brand campaigns.
The win means a major influx of new business for MediaCom, which prior to the review handled media planning for just six out of 27 Masterfoods brands in the UK. Previously, PHD and MediaVest split the bulk of the account, with PHD working on brands including Tunes, Celebrations, M&Ms, Sheba and Whiskas and MediaVest on Mars Bar, Maltesers, Skittles, Uncle Ben's and Dolmio.
MediaVest, which repitched for the business alongside sister agency Starcom, ends its relationship with Masterfoods at the same time as sister agency D’Arcy, which held the Mars Bar and Maltesers creative account.
Paul Smith, regional media manager for Western Europe at Masterfoods, said: "MediaCom won through, demonstrating an excellent understanding of our business and our target audiences, having a sound committed team and showing absolute dedication to optimising our strategies."
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