General Mills Reviews Media

General Mills Inc. has launched a consolidation review for its estimated $450 million media account, sources said.

The Minneapolis, Minn.-based packaged foods company works with Omnicom media network OMD in the United States and Publicis units Zenith Media in the United States and Optimedia in Canada. It also has had a relationship in Europe with Universal McCann through its Cereal Partners joint venture with Nestle.

General Mills had previously abstained from the trend among packaged goods companies of consolidating their media accounts. In the past year, Unilever and Kraft consolidated their media assignments at MindShare and MediaVest, respectively — a shift of more than $1.5 billion in billings – and Procter & Gamble and Kellogg unified buying work under Starcom MediaVest Group.

General Mills’ U.S. creative roster shops include Interpublic’s Campbell Mithun, Minneapolis; Publicis’ Saatchi & Saatchi, New York; and Omnicom’s DDB, Chicago.

General Mills, the largest U.S. cereal maker, markets such brands as Wheatie’s and Cheerios cereals, Betty Crocker baking products, Yoplait yogurt and Hamburger Helper. It agreed to acquire Diageo PLC’s Pillsbury brand last July in a deal yet to be consummated.