JCDecaux And Masterfoods In Pan-European Partnership
JCDecaux has secured a major four-year, pan-European advertising deal with Masterfoods.
The partnership spans JCDecaux’s outdoor advertising network in 16 countries across Europe and covers the FMCG giant’s major international brands, including Mars, Twix, Snickers, Pedigree and Whiskas.
Commenting on the deal, Angus McIntosh, Masterfoods European media manager, said: “Outdoor is increasingly important in our communication plans and JCDecaux is an obvious choice for a strategic partner within the poster industry.”
Jean-Francois Decaux, co-CEO of JCDecaux, added: “The alliance with Masterfoods is further acknowledgement of the central role of the outdoor advertising medium in any brand communications strategy.”
Poster buying company, Alban Group, under the direction of Keith Roberts, has been appointed to co-ordinate the partnership, which will be reviewed after four years.
Pan-regional advertising campaigns are becoming increasingly common for FMCG brands and it is expected that there will be an significant increase in the globalisation of products over the next few years, with larger companies focussing on advertising to multiple markets (see Advertising Agencies Hamper Brand Globalisation).
The outdoor industry has been going from strength to strength recently and the latest figures from the Advertising Association show that the sector saw expenditure increase by 1.9% year on year during 2002, as advertisers returned to using posters and billboards in force (see Outdoor Growth Boosts UK Adspend During 2002).
According to Concord the growth in outdoor advertising is being driven entertainment and media companies, which now account for one fifth of the sector’s total revenue (see Entertainment And Media Brands Drive Outdoor Growth).
JCDecaux also appears to de defying the difficult market conditions and the group recently announced that net income more than doubled from €10.2 million in 2001 to €26 million last year (see JCDecaux Exceeds Expectations In 2002).
JCDecaux: 0207 298 8000 www.jcdecaux.co.uk
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