MEDIAVEST GETS MASTERFOODS MEDIA ACCOUNTS

Consolidated Work Valued at $300 Million

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A correction has been made in this story. See below for details.

NEW YORK (AdAge.com) -- Mars' Masterfoods said it has consolidated its $300 million media buying and planning account at MediaVest, part of Publicis Groupe's Starcom MediaVest Group.

The review included Omnicom Group's PHD and roster shops Grey Global Group's MediaCom; WPP Group's Mediaedge:cia; and Aegis Group's Carat. OMD, part of Omnicom Group, was also a roster shop but did not participate in the review.

Retaining duties
A spokesman for Masterfoods said MediaCom and Mediaedge:cia will retain out-of-home and print buying duties, respectively.

MediaVest will manage the media services account out of its New York and Los Angeles offices.

Masterfoods spent $324 million on measured media in 2002, according to TNS Media Intelligence/CMR. Its key brands include Snickers, M&Ms, Twix and Starburst candies. Other main brands include Pedigree and Whiskas pet foods.

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Stephanie Thompson contributed to this report.

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CORRECTION: An earlier version of this story incorrectly reported that OMD participated in the review. In fact, another Omnicom agency, PHD, took part.

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