A head-to-head competition between a u.s. and Canadian agency has resulted in Toronto’s D’Arcy Masius Benton & Bowles picking up a us$7 million North American assignment.

When the Barbados Board of Tourism recently decided to consolidate its North American business with one shop, it invited dmb&b and its u.s. agency, Grey Advertising, New York, to make a pitch.

Anthony Arthur, Barbados director of tourism, says the choice of the Toronto shop was based on its creativity, its understanding of the destination, and its vision for the future.

Dennis Barham, dmb&b managing director and creative director, says the agency’s key task is to make Americans feel as strongly as Canadians about Barbados as a destination.

Barham says the dmb&b presentation demonstrated a true belief in what the island has to offer as a year-round vacation spot.

dmb&b has had the Canadian Barbados account since December 1989.

Grey took over the u.s. business a few months later.

dmb&b will handle the business out of Toronto, but u.s. media buys will be done in New York.