Interpublic Group of Cos.' Foote, Cone & Belding, Chicago, has had the account since November 1996.
FCB President-CEO Dana Anderson said the agency resigned the account in December.
Publicis made no pitch
Publicis did not make a formal pitch before being awarded the bakery brands account, said the agency's president-CEO, Steve Price.
In addition to the Earthgrains brands it already handles, the Publicis Groupe agency will now handle consumer advertising for the entire bakery line, including Sara Lee Homestyle Pies, Cheesecakes and Cheesecake Bites, Pound Cake, Bagels and Muffins.
'Made sense to consolidate'
"We decided it made sense to consolidate our business with one agency," Peter Reiner, senior vice president of marketing and research and development for Sara Lee Bakery Group, said in a statement. "We chose Publicis based on their depth of relevant experience, strong branding capabilities, and overall passion for our business."
The agency's first assignment will be to expand the Sara Lee bagel line to additional U.S. markets.