General Mills Joins the Pack, Reviews Media Agency Business

Packaged-Foods Giant Spent $829.8 Million on U.S. Measured Media Last Year

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One of General Mills' many products
One of General Mills' many products

Just when you thought there were no large marketers left to put their media business in review, here's General Mills.

The packaged food giant, the marketer of household-name brands from Cheerios to Yoplait, is reviewing its buying and planning business, a spokesman confirmed Thursday evening.

Joanne Davis Consulting is supporting the search.

The company spent $829.8 million on measured media in the U.S. in 2014, down from $851.4 million in 2013, according to Kantar Media.

Publicis Groupe's Zenith won the business in 2001. The agency didn't immediately respond to a request for comment late Thursday.

The review comes roughly six months after Ann Simonds succeeded the retiring Mark Addicks as CMO. Last August, General Mills also tapped MillerCoors marketing executive Jackie Woodward for the newly created position of VP-global media.

Contributing: Maureen Morrison and E.J. Schultz

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