Mars consolidates Effem at MediaVest

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M&M/Mars, Hackettstown, N.J., consolidated media work for its Effem Foods division at MediaVest Canada, Toronto. Effem markets petcare, confectionery and food brands. MediaVest beat out the Toronto offices of Omnicom Group's Optimum Media Direction, Grey Global Group's MediaCom and Cordiant's Zenith Media. Zenith was the agency of record for buying only. Spending is estimated at about $8 million. Earlier this year, MediaVest Canada added Diageo's Burger King Corp. to its client roster, which also includes Procter & Gamble Co., Philips, Paramount Home Entertainment and Western Union.

Copyright October 2000, Crain Communications Inc.

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