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.