TEST:General Mills Shifts D’Arcy Business to Saatchi

CHICAGO–General Mills confirmed the shift of $175 million of business to Publicis Groupe’s Saatchi & Saatchi in New York from the soon-to-be-shuttered D’Arcy Masius Benton & Bowles. Media planning for General Mills’
$450 million business and Pillsbury’s $120 million account goes to ZenithGPE, which will include both Zenith and Saatchi planners. Media planning for General Mills had been at Saatchi New York; Pillsbury planning was at Starlink. Media buying for both was already handled by Zenith. Saatchi continues to handle creative for many General Mills brands, including Wheaties and Yoplait. The move of additional business to Saatchi had been expected since D’Arcy’s acquisition by Publicis in September.