In shifting its shopper marketing efforts to WPP Group shops like Geometry, General Mills is consolidating business within a single holding company that previously had been scattered among a handful of independent shops.
A General Mills representative declined to name the incumbents, but Leader in Roswell, Ga., for one, lists the food company as a client on the agency's website. Going forward, the business will be split among five WPP shops: Geometry, Rockfish, Kantar Retail, Barrows and Bravo.
General Mills awarded the business after a review involving several agencies, according to the rep. Account revenue was not disclosed.
In a statement, Brian Kittelson, director of shopper marketing at General Mills, said the new agency group would "allow us to more effectively create and capture brand building opportunities at retail."
The Minneapolis-based company's core brands include Cheerios, Fiber One, Nature Valley, Yoplait, Pillsbury and Betty Crocker.