NEW YORK Omnicom Group's OMD has won global media planning and buying chores for Parma, Italy-based Barilla, the pasta and sauce maker, after a review, the client has confirmed.
Estimated annual global ad spending on the account is $275-300 million, according to sources.
WPP Group's Mediaedge:cia was the incumbent on the account, and the shop defended. Also contending in the review were Aegis Group's Carat and Publicis Groupe's Spark, a unit of Starcom MediaVest Group.
The U.S. account makes up a small portion of the overall ad spend. According to Nielsen Monitor-Plus, domestic media spending by Barilla totaled $18 million in 2006 and less than $10 million through the first eight months of 2007. In the U.S., the account will be handled out of OMD's Chicago office.
Barilla, originally established in 1877 as a bread and pasta shop in Parma and still family run, is today one of the most widely recognized Italian food companies. Barilla operates 27 factories and production facilities worldwide, including 15 in Italy. (Media in Italy, worth about $80 million annually, will be handled in-house once the move to OMD is finalized next year.)
Barilla exports products to more than 100 countries. Every year the company sells more more than 1.4 million tons of food products under the brand names Barilla, Mulino Bianco, Pavesi, Academia Barilla, Wasa, Misko, Filiz, Yemina and Vesta.