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NEW YORK Sara Lee confirmed it has consolidated its 17-market European media account at Omnicom Group’s OMD. Estimated spending on the business is $300 million, and it includes offline and online chores for all client brands.
The account had been spread over numerous agencies, including Aegis Group’s Carat, WPP Group’s Mindshare, Havas’ Media Planning Group and Publicis Groupe’s Zenith.
Prior to the consolidation, OMD handled media chores for five markets (Hungary, Greece, Poland, Portugal and Sweden), with estimated spending of more than $30 million.
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