General Mills Awards Global Media Duties to Mindshare

Move quickly follows agency's U.S. win amid consolidation

Mindshare, which three weeks ago won U.S. media chores for General Mills, has now added global duties for the Minneapolis-based packaged-goods titan.

The consolidation at the agency, a unit of WPP's GroupM, covers assignments across Europe, Australia and some Asian markets, as well as in Africa and the Middle East, a General Mills representative said. That work, handled by various shops, moved following a review.

The U.S. account, which shifted to Mindshare after a four-month review, was long handled by Publicis Groupe's Zenith Media, the client's main media agency partner for the past 15 years. In that process, the key decision makers at General Mills included vp of global media Jackie Woodward and CMO Ann Simonds.

Worldwide ad spending by General Mills, which owns familiar brands such as Cheerios, Wheaties, Pillsbury, Haagen-Dazs and Betty Crocker, is believed to exceed $1 billion annually. In the U.S. alone, the Minneapolis-based client spends about $850 million in measured media.

In this year of big media account shifts, General Mills' moves rank among the most significant. Other developments of note include Coca-Cola awarding its North American business to UM, Mondelez picking Carat for North American chores and MetLife consolidating its U.S. account with MEC.