General Mills Makes Saatchi Switch

CHICAGO — General Mills confirmed the shift of creative duties on brands billing an estimated $175 million to Publicis Groupe’s Saatchi & Saatchi in New York from the soon-to-be shuttered D’Arcy Masius Benton & Bowles.

Media for the Minneapolis company’s estimated $600 million business has been consolidated at a newly-formed, dedicated unit, ZenithGPE. Media planning for General Mills had been at Saatchi; Pillsbury planning was at Starcom MediaVest Group’s Starlink; buying was at Zenith Media, New York.

The move to Saatchi had been expected since D’Arcy’s acquisition by Publicis in September (Adweek Sept. 23). The brands going to Saatchi are Pillsbury, Green Giant, Old El Paso and Progresso.