Review Included Incumbent MediaVest

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NEW YORK ( -- Mars Inc.'s Masterfoods Canadian operations, Effem Inc., has awarded its media planning and buying account to Omnicom Group's OMD, according to executives close to the business.

The account is estimated to be worth $14.6 million.

Effem conducted a review of its business, which included the account's incumbent, MediaVest Worldwide, part of Publicis Groupe. Also competing for the business were MBS, part of Grey Global Group; M2 Universal, part of Interpublic Group of Cos; and Mediaedge:cia, part of WPP Group.

Effem markets pet food products such as Whiskas and Pedigree, confection such as M&Ms and food products such as Uncle Ben's rice. OMD had been a contender for the business when it was last in review in October 2000.

Effem could not be reached immediately for comment.