D'Arcy Masius Benton & Bowles

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D'Arcy Masius Benton & Bowles
Industry Advertising
Fate Acquired by Publicis
Predecessors Benton & Bowles and D'Arcy-MacManus Masius
Founded 1985; 32 years ago (1985)
Founder William C. D'Arcy
Defunct 2002 (2002)
Area served
131 offices in 75 countries
Owner Publicis
Parent Publicis

D'Arcy Masius Benton & Bowles was an advertising agency in the United States with 131 offices in 75 countries.[1]

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. In 1999 the company had worldwide billings of $6.7 Billion Dollars and was the 11th largest advertising agency in the world. [2]

Key dates[edit]

  • 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.

Major Accounts[edit]

Major Advertising Creative and Media accounts included

  • Anderson Clayton & Company
  • Anheuser-Busch
  • Australia Tourism
  • Baskin Robbins
  • Blue Cross of California
  • The Coca-Cola Company
  • General Motors
  • Lockheed Martin
  • M&M Mars
  • MoneyGram
  • Procter and Gamble

Creations[edit]

During the Depression, D'Arcy executive Archie Lee and illustrator Haddon Sundblom created the original Santa Claus icon for Coca-Cola ads. The Coca-Cola version of Santa Claus was a departure from earlier German depictions of St. Nicholas as a thin, aloof fellow.[3] 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).

Company Merged and Name Retired[edit]

DMB&B was acquired by French firm Publicis and closed in 2002.[4] The D'Arcy Masius Benton & Bowles archives were transferred to the "Hartman Center for Sales, Advertising and Marketing History," part of the David M. Rubenstein Rare Book and Manuscript Library at Duke University in 1991. An additional, and final, donation took place in 2001.

References[edit]

  1. ^ "History of D'Arcy Masius Benton & Bowles, Inc. – FundingUniverse". www.fundinguniverse.com. Retrieved 2017-07-02. 
  2. ^ The Advertising Age Encyclopedia of Advertising By John McDonough, Karen Egolf p 447-448
  3. ^ "The Real Reason Middle America Should Be Angry". Washington Monthly. 2016-03-14. Retrieved 2017-01-02. 
  4. ^ Elliott, Stuart (October 15, 2002); THE MEDIA BUSINESS: ADVERTISING; "Publicis begins an extensive, and risky, reshuffling of accounts and people." New York Times


External links[edit]