MARS TERMINATES D'ARCY

Agency Continues to Lose Masterfoods Accounts

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NEW YORK (AdAge.com) -- Mars' Masterfoods is terminating its long-standing global relationship with Bcom3 Group's D'Arcy Masius Benton & Bowles, according to an internal D'Arcy memo obtained by AdAge.com.

An executive close to the situation confirmed that the memo was distributed throughout D'Arcy and that the staff understood the business had been lost.

D'Arcy currently handles

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roughly $70 million of Masterfoods USA division's business, including Uncle Ben's frozen bowl meals and dry rice as well as Skittles, Combos and Whiskas cat food.

The move follows D'Arcy's loss of other Masterfoods business over the past year. In October, Masterfoods' European food division, based in Verden, Germany, moved its $36 million Uncle Ben's rice account to Omnicom Group's BBDO Worldwide, and in November, Grey Global Group's Grey Worldwide won the creative held by D'Arcy for Masterfoods' Mars bar in Europe and Milky Way bar in the U.S.

A spokeswoman from Masterfoods USA declined comment. Calls to D'Arcy were not returned by press time.

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