Spark Gets ConAgra Media Business

Expands relationship beyond digital

Spark, which previously served as ConAgra Foods’ digital agency, has won all of the packaged food company’s U.S. media planning and buying business, sources said.

The account had previously been handled by WPP Group’s MediaCom. 

Reps at the media arm of Publicis Groupe’s Starcom MediaVest Group unit declined comment and those at the Omaha marketer could not immediately be reached.

Among ConAgra’s consumer brands are Hunt’s, Swiss Miss, Reddi Whip, Marie Callender’s, Chef Boyardee, Healthy Choice and Orville Redenbacher. According to Nielsen, ConAgra spent $130 million in media in 2013. 

With Spark, SMG aims to grow the company’s smallest media agency offering into a viable third media network. Among other recent new-business wins have been HHGregg last May, for which Spark won media planning and buying after a review, and Taco Bell, which awarded the shop media planning responsibilities in November 2012.