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D'Arcy Was Incumbent on the Four Accounts

By Published on .

NEW YORK (AdAge.com) -- General Mills said today it awarded the accounts to four brands worth roughly $175 million in billings to Publicis Groupe's Saatchi & Saatchi, New York.

The brands -- Pillsbury, Old El Paso, Green Giant and Progresso -- were previously handled by D'Arcy Masius Benton & Bowles.

Last month, shortly after Publicis completed its acquisition of former D'Arcy parent Bcom3 Group, the agency holding company announced that the D'Arcy network would be shuttered.

Longtime roster shop
Saatchi & Saatchi has long been a roster shop for General Mills, handling such brands as Cheerios and its fruit snacks.

The move marks a consolidation of General Mills' $600 million-plus U.S. ad budget within two agency networks, Saatchi & Saatchi and Interpublic Group of Cos.' Campbell Mithun, Minneapolis.

The announcement follows the recent consolidation of General Mills' media operations into ZenithGPE, a newly formed dedicated unit for the food marketer.

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