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DDB’s status as a U.S.-only agency for General Mills doomed it as the client looks to consolidate its brands and advertising globally.
The agency’s Omnicom partner OMD Media also lost out in the Minneapolis company’s $450 million broadcast buying review, which on Friday was won by OMD’s fellow incumbent Zenith Media in New York.
The creative consolidation ends DDB’s 39-year relationship with General Mills. The Chicago shop had about $120 million of the company’s domestic business, with venerable brands including Wheaties and Betty Crocker.
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