In other General Mills news, Adweek reported late last night that the company has launched a media review, its first in 14 years. General Mills spent $830 million in measured media last year, according to Kantar Media.
The Minneapolis-based company’s media buying and planning duties have been with Zenith Media since 2001, when the company consolidated with Zenith following a review open only to roster shops. General Mills joins a lengthy list of companies who have launched media reviews in the past six months (20 by Adweek’s calculations). This month alone has seen media reviews launched by the likes of Sony, Volkswagen Group, BASF, GoDaddy and P&G, the largest advertiser in the U.S.
“Today’s environment calls for exploring new avenues to reach and engage with our consumers,” a General Mills representative said in a statement. “General Mills is conducting a review to ensure we have the right agency partners for the future.”
The review process, which is being managed by Joanne Davis Consulting in New York, is expected to last until the fall.