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NEW YORK Maxus North America, a unit of WPP’s GroupM, has been awarded media planning and buying duties for bakery cafe chain Panera Bread after a review, the client has confirmed.
Panera spent almost $15 million on measured media last year and $9 million through the first seven months of 2009, per Nielsen.
The incumbent was Mullen’s MediaHub, which participated in the review. The other contenders were Universal McCann, Empower MediaMarketing and Harmelin Media.
The creative portion of the account, which was not up for review, is handled by Mullen.
“We
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