Burrell Jumps to General Mills

Burrell Communications’ Publicis connection was crucial to the agency’s landing of General Mills’ African American business.

The Chicago shop was suggested for the assignment by lead General Mills agency Saatchi & Saatchi, also a unit of Paris-based Publicis S.A.

Publicis owns 49 percent of Burrell.

The Minneapolis-based food giant becomes one of the largest clients on Burrell’s roster, which includes McDonald’s, Verizon and Coca-Cola. Billings were not disclosed but are estimated in excess of $15-20 million.

To accept the assignment, Burrell had to end its five-year relationship with the Kellogg Co.,