Grey bested incumbent Bcom3 Group's D'Arcy Masius Benton & Bowles, which will continue to handle the candy bar in other markets, as well as roster shop Omnicom Group's BBDO Worldwide.
Grey's London office, which will spearhead European efforts, led the competition, with aid from the New York office, which will handle U.S. advertising for the brand.
D'Arcy's St. Louis office handled the U.S. business.
Grey also handles Masterfoods' Twix, Dove Bars, Starburst and Pedigree dog food.
According to Taylor Nelson Sofres' CMR, Masterfoods spent $12 million in media on the Milky Way brand in the U.S. during 2000 and under $1 million so far in 2001. Although Masterfoods does market a Mars bar in the U.S. that differs from Milky Way, it does not advertise the product.