AdAge reports that General Mills has appointed W+K Portland as agency of record for its Yoplait brand.
Incumbent Saatchi & Saatchi will continue to handle portions of the business including innovation and kids variety Go-Gurt, but W+K will play lead moving forward.
For W+K, the account, along with the addition of KFC to its roster last month, makes up for ground lost in Kraft’s agency consolidation in November and the recent departure of Weight Watchers.
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The agency move — like so many others — comes shortly after General Mills’ appointment of Ann Simonds as chief marketing officer. According to Kantar Media, the company spent $169.4 million on U.S. measured media for the Yoplait brand last year.