Masterfoods centralizes Irish media biz

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DUBLIN - Masterfoods has centralized its esti-mated $14 million media buying account in Ire-land with MCM Communications, the media buying arm of McConnells.

The Dublin-based agency will be responsible for the company's Mars, Dolmio, Pedigree Chum, Whiskas, Uncle Bens, Snickers and Pal brands.

Masterfoods is the second biggest buyer of TV airtime in Ireland, after the telecom Eir-com. The Masterfoods account had been held by MediaVest Ireland, which had handled the com-pany's pet food brands and some confectionery business.

Copyright December 2000, Crain Communications Inc.

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