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Masterfoods kicks off pounds 250m review.(Brief article)
Masterfoods has kicked off a review of its media planning and buying arrangements in major European markets by calling a pitch in Italy.
The Italy review, for which Masterfoods has invited roster and non-roster agencies to pitch, is being run on a local basis, but agency sources said Masterfoods is also reconsidering its agency arrangements in 'multiple markets'. The company spends pounds 250 million on advertising across Europe.
Masterfoods is said to have made initial approaches to networks, but has not made it clear which markets will form ...
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