What: General Mills has consolidated its global media agency business with WPP’s GroupM, led by its agency Mindshare. This is happening three weeks after it was announced that Mindshare won the U.S. media business of General Mills.
Why it matters: The move consolidates business that was previously handled by a handful of other agencies and networks.
GroupM will support General Mills in Europe and Australia/Asia, and lead GM’s Yoplait Europe business and a portion of its’ business in Africa, the Middle East and Asia.
The move consolidates business that was previously handled by a handful of other agencies and networks.
General Mills’ brands include: Cheerios, Progresso and Yoplait. The food Giant spent US$866.4 million on measured media in the U.S. in 2014, down from US$893.4 million in 2013, according to the Ad Age DataCenter.In 2013, the company spent US$1.03 billion globally, including its largest market, the U.S.