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Tyson Foods has awarded its U.S. media planning and buying business to Mindshare after a review that concerned marquee brands Jimmy Dean, Ball Park, Hillshire Farm and Tyson Brand.
The move amounts to a consolidation for the food giant, which has existing relationships with other WPP agencies including Ogilvy and Y&R.
"Our decision to appoint Mindshare was based, in part, on our intent to centralize agency resources through WPP," a company spokesperson wrote, adding, "Mindshare is the right media partner to support our ambitious growth."
IPG Mediabrands' BPN was incumbent on the business, counting Tyson as one of its largest clients.
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