General Mills Eyeing Four Agencies

General Mills’ $450 million media consolidation will be limited to shops already on its roster, according to sources.

The competition could eventually include a sizable bonus: Pillsbury’s estimated $80 million media billings.

The Minneapolis-based maker of such venerable brands as Wheaties, Cheerios and Betty Crocker has begun contacting contenders and is expected to put the review on a fast track so it can be completed before the upfront selling season begins in the spring, sources said.

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