MediaVest Scores in Masterfoods’ Consolidation

NEW YORK Masterfoods has consolidated its U.S. media buying and planning account with roster shop MediaVest, a unit of Publicis Groupe, the client has confirmed.

Masterfoods spent more than $350 million on domestic ads through October 2003, per TNS Media Intelligence/CMR.

MediaVest here beat out Aegis Group’s Carat; PhD, part of Omnicom Group; Grey Global Group’s MediaCom; and WPP Group’s Mediaedge:cia. All of the finalists pitched from their New York offices, and only Carat was not already on the client’s roster.

A representative for Hackettstown, N.J.-based Masterfoods cited MediaVest’s approach to integrated marketing as a key factor in the assignment. Consultancy Pile and Co. in Boston oversaw the review process.