For its fiscal first quarter of 2024, General Mills posted net sales of $4.9 billion, up almost 4% from the same period last year. The increase in sales was attributed to the easing of inflation and supply chain issues, as well as higher prices, CEO Jeff Harmening said in the earnings report.
By comparison, Kraft Heinz reported $6.7 billion in net sales according to its second-quarter earnings, a rise of 2.6%.
The review was led by UM Chief Client Officer Erin Quintana, according to UM Global CEO Andrea Suarez, who called the win a “team effort,” with contributions from every market highlighting its data, commerce, analytics, content, and performance and media strategy chops.
“UM brings differential capabilities across the critical pillars of transformation to include omnichannel strategy and planning, specialized talent, advanced data strategy and tech stack and focus on measurable outcomes,” said Jay Picconatto, VP of advanced marketing solutions at General Mills, in an emailed statement. “Beyond the capabilities, there was a strong connection between the teams and we know that can go a long way in an effective partnership.”
This is the second large account to move on from Mindshare within the last few months. The agency recently lost its U.S. media business with Kimberly-Clark following a review begun around the same time as the General Mill review. Kimberly Clark chose Publicis as its U.S. media agency in September.