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Consumer-packaged-goods giant General Mills is currently seeking new creative agencies to help promote its broad range of brands. But at least some of the shops that received a call to pitch have voiced displeasure with the conditions listed in the RFP.
This follows GM’s recent decision to move away from the agency of record model, with all such partnerships operating on a per-project basis.
According to two sources close to the business, the RFP went out in recent weeks to a series of agencies, some of which reached out to other industry contacts expressing disbelief.
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