ConAgra Retains MediaCom

NEW YORK ConAgra Foods has elected to keep MediaCom for its U.S. buying and planning following a review, the client said.

ConAgra spends $150-175 million annually in major measured media, according to Nielsen Monitor-Plus.

WPP Group’s MediaCom successfully defended against Aegis Group’s Carat and Interpublic Group’s Initiative. All three pitched from their offices in New York.

The media review was managed by Roth Associates, a search consultancy in New York.

ConAgra brands include Healthy Choice, Banquet, Chef Boyardee, Butterball, Pam, Reddi Wip, Hunt’s, Jiffy, Hebrew National, Van Camp’s, Slim Jim and Orville Redenbacher’s.

The company’s roster of creative agencies includes Omnicom Group’s DDB in San Francisco (Banquet), Publicis Groupe’s Leo Burnett in Chicago (Chef Boyardee), MDC Partners’ Crispin Porter + Bogusky in Miami (Slim Jim), Interpublic Group’s Oneseven in New York (Hebrew National) and two independents, Fogarty Klein Monroe in Houston (Hunt’s, Ro-Tel, Wolf) and Nitro Group in New York (Healthy Choice).

Last year, major media spending on ConAgra brands exceeded $170 million, up from nearly $150 million in 2004, according to Nielsen Monitor-Plus. In the first eight months of 2006, the total was about $75 million, per Nielsen.