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CHICAGO
General Mills is returning its $20 million Golden Grahams cereal account to DDB Needham Chicago, following a review of roster shops, sources said last week.
Needham, which handles several brands for the client, including Wheaties and Raisin Nut Bran, had handled Golden Grahams until the brand was moved to Campbell Mithun Esty, Minneapolis, about a year ago.
CME handled two line extensions of the brand: small snack bars called Golden Grahams Treats that melded the cereal with chocolate and marshmallows; and, more recently, a new Cinnamon Grahams cereal that was backed by $5-10 million in ad support.
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