Young & Rubicam's Media Edge, London, landed the estimated $40 million global media buying and planning account for Barilla, the premium Italian pasta brand. Barilla Group, previously at Mediacom, will be spending $26 million in Europe and $14 million in the U.S., Australia, Brazil and Mexico. European markets include Austria, France, Germany, Greece, Scandinavia, Spain, Switzerland, Turkey and the U.K. Earlier this year, Y&R, which handled Barilla creative in Italy, picked up the account in the rest of the world from Mediacom sister agency Grey Advertising.
Copyright October 1999, Crain Communications Inc.