U.S. Mills Selects Gearon Hoffman

BOSTON Cereal maker U.S. Mills has hired independent Gearon Hoffman here for advertising chores following a review.

The client will spend $1-2 million on ads in the next 12 months, the agency said, with Gearon’s first work breaking in the fall.

Chuck Verde, CEO at U.S. Mills, praised the shop’s retail and packaged goods experience, as well as its account service, with helping Gearon land the business. Other review contenders were not disclosed.

In recent years, the Needham, Mass.-based client had worked with independent Connelly Partners in Boston. That shop was hired in April 2005, though U.S. Mills has done little advertising of late, spending $100,000 in measured media last year, per Nielsen Monitor-Plus. The company had no measurable ad spending last year.

Print, broadcast and direct response ads are on tap from Gearon for U.S. Mills brands such as Uncle Sam and Erewhon. Gearon will also handle media chores.

Long established as a midsize player on the regional agency scene, Gearon claims about $70 million in overall billings and also works for Boston’s Museum of Science, Papa Gino’s, Scottrade and Tufts Health Plan.