D'Arcy Masius Benton & Bowles
D'Arcy Masius Benton & Bowles was an advertising agency in the United States with worldwide subsidiaries.
D'Arcy Masius Benton & Bowles, or "DMB&B", was established in November 1985 by the merger of the Benton & Bowles (B&B) and D'Arcy-MacManus Masius (D-MM) advertising agencies. John Bowen oversaw the merger and the firm's drive toward globalization.
- 1906: William C. D'Arcy opens an advertising firm in St. Louis.
- 1923: D'Arcy opens his first office outside St. Louis, in Atlanta, where a major client, Coca-Cola, is located.
- 1934: The D'Arcy Company opens a New York office.
- 1970: D'Arcy Co. merges with MacManus, John & Adams, Inc., a Detroit-based agency, and becomes "D'Arcy-MacManus.
- 1972: The firm merges with the British agency, Masius, Wynne-Williams, and becomes "D'Arcy-MacManus & Masius" (DM&M).
- 1986: DM&M merges with New York ad agency Benton & Bowles and becomes "D'Arcy Masius Benton & Bowles" (DMB&B).
- 1996: DMB&B acquires N.W. Ayer and Partners and renames its holding company "The MacManus Group".
- 1999: The MacManus Group announces a merger with the "Leo Group", a parent holding company of the Leo Burnett Co.
- 2000: Potential superstar team of Susan Gianinno and Lee Garfinkel start winning new business from clients like Heineken and Cadbury.
- 2002: Acquired by Publicis.
D'Arcy created the original Santa Claus icon for Coca-Cola ads. The firm also engineered such slogans as: "It's not nice to fool Mother Nature" (Chiffon Margarine); "This Bud's for you" (Budweiser); "Taste the rainbow" (Skittles); and "Melts in your mouth—not in your hands" (M&Ms).
DMB&B was acquired by Publicis and closed in 2002. The D'Arcy Masius Benton & Bowles archives were transferred to the "Rare Book, Manuscript, and Special Collections Library" at Duke University in 1991. An additional, and final, donation took place in 2001.
- Elliott, Stuart (October 15, 2002); THE MEDIA BUSINESS: ADVERTISING; "Publicis begins an extensive, and risky, reshuffling of accounts and people." New York Times
- D'Arcy Masius Benton & Bowles Archives Archive; Duke University archives of DMB&B.
- AdViews: A Digital Archive of Vintage Television Commercials; Duke University on-line collections.
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