Snackfood and petfood brands giant Masterfood, a division of confectionery behemoth Mars, has signed a pan-European advertising agreement with Stockholm-based SBS Broadcasting.

Under the terms of the agreement, SBS, a commercial television and radio broadcasting company with operations in Western and Central Europe, will provide Masterfood with television advertising, program sponsorship opportunities and other promotional activities across the SBS television group.

Thomas de Buhr, Masterfood’s regional media manager, explained: “As a team with Mediacom and our other agencies in the region we have been able to forge an agreement with SBS that secures television advertising in eight European markets. SBS has become our partner in the marketing of our products and will provide us with a number of flexible advertising programmes to reach our consumers.”

Markus Tellenbach, president & COO of SBS, added: “This is a landmark agreement and an important step in the development of SBS’ pan- European marketing initiatives.”