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NEW YORK Cereal Partners said it has expanded its relationship with McCann Erickson, shifting creative chores on its Cheerios brand for markets outside North America to the Interpublic Group-owned agency.
McCann’s London office takes over Jan. 1 on the estimated $15-20 million assignment from the crosstown office of Publicis Groupe’s Saatchi & Saatchi. McCann also handles the company’s Shredded Wheat brand in foreign markets.
Saatchi in New York, however, will continue to handle the domestic Cheerios business, on which General Mills spent $75 million in U.S.
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