Mars spending $12 mil on U.K. Whiskas catfood

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Mars-owned Pedigree Petfoods relaunches Whiskas catfood this week sept 8in the U.K. with a $12 million marketing campaign using TV, outdoor, direct mail and in-store promotions themed "New Whiskas with added catisfaction." The campaign represents M&C Saatchi's first work from the U.S. marketer, which fired Bates Worldwide and Saatchi & Saatchi Advertising from $375 million in worldwide Mars business following Maurice Saatchi's ouster from the agencies' holding company, now called Cordiant.

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