BENEVIA CONSOLIDATES AD BUSINESS
By Adnews Staff
The Benevia unit of the U.S.-based Monsanto Company has consolidated its worldwide account with Ogilvy & Mather and Young & Rubicam, both of New York. Benevia sells Equal and Nutraweet sweeteners. O&M will now handle advertising in the Asia/Pacific area, Canada, Italy, Latin America and Puerto Rico. In Canada, O&M's Toronto office will localize U.S. creative and do media buys, and will also create ads specific to Canada. The incumbent on the Canadian business was Calexis of Toronto. That agency was just hired in the spring, and launched a campaign in mid-May that introduced the revamped Equal sugar substitute. In addition to the traditional packages, Equal now comes in a shaker and trigger-operated dispenser. Y&R will create advertising in France. It already handled advertising in the rest of Europe.