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Burrell Communications’ Publicis connection was crucial to the agency’s landing of General Mills’ African American business.
The Chicago shop was suggested for the assignment by lead General Mills agency Saatchi & Saatchi, also a unit of Paris-based Publicis S.A.
Publicis owns 49 percent of Burrell.
The Minneapolis-based food giant becomes one of the largest clients on Burrell’s roster, which includes McDonald’s, Verizon and Coca-Cola. Billings were not disclosed but are estimated in excess of $15-20 million.
To accept the assignment, Burrell had to end its five-year relationship with the Kellogg Co.,
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