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Smithfield Foods, known for its packaged-meat brands like John Morrell and Eckrich, has consolidated its U.S. media planning and buying at Mindshare. The GroupM media network won the business after a six-month review that included other undisclosed contenders.
The shift follows the Smithfield, Va., company’s strategy to focus on 12 core consumer brands for future growth. Mindshare, which will base the business at its Chicago office, is working on behalf of brands for the company’s three U.S.
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