3 General Mills Roster Agencies Pitch Golden Grahams Account

NEW YORK-A trio of General Mills roster agencies is competing for the Golden Grahams cereal account handled by Campbell Mithun Esty in Minneapolis.
CME is defending the estimated $20 million account versus General Mills’ two other main agencies:
DDB Needham Chicago and Saatchi & Saatchi Advertising, New York, sources said.
The three shops made creative and strategic presentations to General Mills executives during the last few weeks, sources said.
General Mills is testing the three proposed campaigns before selecting a winner. The client will likely make the decision in the next six weeks, according to sources.
Executives at Minneapolis-based General Mills and the contending agencies all declined to comment.
General Mills has been searching for an effective creative approach on the Golden Grahams business for several years. The company moved the account to CME from DDB only about a year ago. Saatchi has never handled the account.
General Mills spent nearly $20 million in support of the Golden Grahams brand in 1996 and about $10 million from January through May this year, according to Competitive Media Reporting.
Recently, the company has been introducing line extensions. This spring, it launched Cinnamon Grahams cereal, backed by roughly $5-10 million in ad support. Last year, it rolled out a line of snack bars called Golden Grahams Treats. CME handles both brands.