D'Arcy Masius Benton & Bowles
| Company type | Private |
|---|---|
| Industry | Advertising |
| Predecessor | D'Arcy Company, D'Arcy-MacManus Masius, Benton & Bowles |
| Founded | 1906 in St. Louis, Missouri, United States |
| Fate | Acquired by Publicis in 2002 and dissolved |
| Headquarters | United States |
Area served | Worldwide (131 offices in 75 countries) |
Key people | John Bowen (international expansion strategy), Susan Gianinno, Lee Garfinkel |
| Products | Advertising and media services |
| Parent | Publicis (from 2002) |
D'Arcy Masius Benton & Bowles was a prominent advertising agency headquartered in the United States, with a network of 131 offices spanning 75 countries.
Originating in 1906 as the D'Arcy Company in St. Louis, Missouri, its early portfolio featured clients such as Coca-Cola and Anheuser-Busch. During the Great Depression era, D'Arcy executive Archie Lee collaborated with illustrator Haddon Sundblom to design the now-famous Coca-Cola Santa Claus, significantly transforming the brand’s public perception. The agency crafted memorable taglines including "It's not nice to fool Mother Nature" (Chiffon Margarine), "Taste the rainbow" (Skittles), "Melts in your mouth—not in your hands" (M&M's), and Anheuser-Busch's "This Bud's for you." Additionally, it spearheaded Trans World Airlines' 1997 advertising initiative, "We Want To Be Your Airline," intended to rejuvenate the airline’s reputation during financial difficulties.
In November 1985, a merger between D'Arcy-MacManus Masius and Benton & Bowles resulted in the formation of D'Arcy Masius Benton & Bowles (DMB&B), with John Bowen overseeing its international expansion strategy. By 1999, the firm reported global billings amounting to $6.7 billion, ranking it as the 11th largest advertising agency worldwide.
The French company Publicis acquired DMB&B in 2002, leading to its subsequent dissolution. Between 1991 and 2001, its historical records were deposited at Duke University's Hartman Center for Sales, Advertising and Marketing History.
Key dates
- 1906: William C. D'Arcy launches an advertising agency in St. Louis.
- 1923: Expansion into Atlanta; secures Coca-Cola as a principal client.
- 1934: Establishes an office in New York.
- 1970: Combines with Detroit-based MacManus, John & Adams, Inc., becoming "D'Arcy-MacManus."
- 1972: Joins forces with British firm Masius, Wynne-Williams to create "D'Arcy-MacManus & Masius" (DM&M).
- 1986: DM&M merges with Benton & Bowles, forming "D'Arcy Masius Benton & Bowles" (DMB&B).
- 1996: Acquires N.W. Ayer and Partners; holding company renamed "The MacManus Group."
- 1999: Announces merger with the Leo Group, parent company of Leo Burnett Co., establishing a major advertising conglomerate.
- 2000: Under leadership of Susan Gianinno and Lee Garfinkel, secures new accounts including Heineken and Cadbury.
- 2002: Purchased by Publicis.
Major clients
The agency provided advertising and media services to notable clients such as:
- Anderson Clayton & Company
- Anheuser-Busch
- Baskin Robbins
- Blue Cross of California
- Coca-Cola Company
- General Motors
- Lockheed Martin
- M&M's / Mars Incorporated
- MoneyGram
- Procter & Gamble
- Tourism Australia