JCDecaux and Masterfoods announce Pan-European outdoor media partnership

JCDecaux and Masterfoods announced today that they have entered into a long-term pan-European outdoor advertising partnership.

The partnership involves JCDecaux’s outdoor advertising network in 16 European countries and will run for an initial period of four years. It covers all three of Masterfoods’ divisions encompassing its food, confectionery and petfood businesses. Major international brands included are Mars®, Twix®, Snickers®, Pedigree®, Sheba® and Whiskas®.

This partnership reflects both the growing importance of the outdoor medium and the trend toward pan-regional campaigns amongst major FMCG advertisers. It also confirms the attractive nature of JCDecaux’s network of leading European cities.

Commenting on the alliance, 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, giving us access to high quality outdoor solutions across Europe.”

Jean-Francois Decaux, co-CEO of JCDecaux, said: “The alliance with Masterfoods, owner of some of the world’s best known brands, is further acknowledgement of the central role of the outdoor advertising medium in any brand communications strategy. JCDecaux’s street furniture, billboard and transport network allows advertisers to deliver a cohesive campaign across the whole of Europe”.

The Poster buying specialist, Alban Group, under the direction of Keith Roberts, has been appointed to coordinate the partnership