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CHICAGO — General Mills confirmed the shift of creative duties on brands billing an estimated $175 million to Publicis Groupe’s Saatchi & Saatchi in New York from the soon-to-be shuttered D’Arcy Masius Benton & Bowles.
Media for the Minneapolis company’s estimated $600 million business has been consolidated at a newly-formed, dedicated unit, ZenithGPE. Media planning for General Mills had been at Saatchi; Pillsbury planning was at Starcom MediaVest Group’s Starlink; buying was at Zenith Media, New York.
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