Initiative Sits Out General Mills Chase

Initiative Media North America has withdrawn from the review of General Mills’ $400 million-plus national broadcast buying account, according to sources.

The Interpublic shop was said to be concerned that it was spreading itself too thin, since it is competing for over $1 billion worth of billings as it digests the $100 million Sun Microsystems media work it won late last year.

Initiative representatives were unavailable for comment.

Initiative was the only non-roster shop asked to participate in the Minneapolis-based food marketer’s review. The other contenders are OMD, Chicago, and Zenith Media and Universal McCann, both New York.

Presentations are scheduled for later this month.