QO in U.K. to Y&R

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Quaker Oats Co.'s London office has consolidated its $11 million U.K. breakfast cereal advertising with Young & Rubicam London, which already handles Quaker's Sugar Puffs. Y&R adds Quaker Oats, Harvest Crunch and Feast of Flakes to its Quaker business. The brands are currently handled by Bainsfair Sharkey Trott/BDDP, London. Media planning and buying remains at the Media Centre. The consolidation follows a strategic review led by Quaker Oats's U.K. Commercial Director Jeff Cowell who says Quaker plans an aggressive marketing program for its breakfast cereals in the U.K. this year.

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