OMD Wins Sara Lee European Consolidation

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.

Now it adds the U.K., France, Italy, Spain and Germany, among others.

In a statement, Sara Lee said it began its European review six months ago to “create more synergy, efficiency and economy of costs.”

The consolidation takes effect in January 2006.

Sara Lee’s U.S. media chores are handled by Publicis Groupe’s Starcom.