General Mills Eyeing 4 Agencies

The review for General Mills’ $450 million-plus media consolidation will be limited to four shops. Whoever wins the business may eventually find itself with a bonus: Pillsbury’s estimated $80 million-plus media account.

The maker of Wheaties, Cheerios and other brands began contacting contenders last week. General Mills wants to finish the search before the upfront selling season begins this spring.

In the U.S.,

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