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Account Pitch

General Mills launches media review, first in over a decade

01 June 2015
General Mills launches media review, first in over a decade

General Mills is looking for a new media agency for the first time in over a decade, joining the growing number of brands re-evaluating their media arrangements.

The packaged food giant, known for its brands such as Yoplait, Old El Paso, Lucky Charms, Cheerios and Cocoa Puffs, will be reviewing its buying and planning business.

Publicis Groupe’s Zenith Media is the incumbent on the account, which it won back in 2001.

The company spends more than $800m annually on ads in the US, according to Kantar Media.

The change comes shortly after the retirement of General Mills CMO Mark Addicks and the appointment of his replacement, Ann Simonds.

General Mills follows a number of other worldwide brand giants calling a media review this side of the year, including Unilever, Sony, Visa and Volkswagen.

M&M Global spoke to industry experts last week to find out what is driving this desire for change – read the article here.

Related Stories:
Sony puts global media agency arrangements up for review
VW reviews $3bn global media business
General Mills CMO Mark Addicks to retire

Laura Bracher, London


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