Pasta Maker Barilla Taps OMD for Global Media

Spending Worldwide Estimated at up to $280 Million

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NEW YORK ( -- Omnicom Group's OMD will take over global media duties for pasta maker Barilla, the marketer said.

Barilla, headquartered in Parma, Italy, is taking media-buying duties for Italy in-house, leaving OMD to handle the account in the U.S. and other countries, according to a press release. (OMD retains planning in Italy.)

Barilla estimates it spends about $200 to $280 million on global media annually. U.S. spending is a small portion of that. TNS Media Intelligence estimates Barilla spent at about $15 million in 2006.

The incumbent on the account, WPP Group's Mediaedge:cia, defended. Other contenders for the account included Aegis Group's Carat and Publicis Groupe's Starcom, Barilla said.

Founded in 1877, Barilla is a privately owned company with about 27 factories and production facilities, most of which are in Italy. Barilla exports to more than 100 countries. Its products include pasta, sauces and cookies.