Creative Consolidated With Saatchi and Campbell Mithun

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NEW YORK (AdAge.com) -- Zenith Media has won the $450 million television media buying assignment for General Mills.

The Minneapolis cereal marketer announced on Thursday it was dropping roster shop Omnicom Group's DDB Worldwide, Chicago, and handing over its creative advertising assignments for various products to Publicis Groupe's Saatchi & Saatchi, New York, and Interpublic Group of Cos.' Campbell Mithun, Minneapolis, and McCann-Erickson Worldwide.

Zenith Media is jointly owned by Publicis Groupe and Cordiant Communications Group. The media shop was vying for the media business with the other incumbents, Omnicom's OMD and Interpublic's Universal McCann.

Brand assignments
General Mills company also announced that it has consolidated DDB's former creative assignments with Saatchi & Saatchi and Campbell Mithun.

Saatchi & Saatchi will gain brands including Yoplait, Wheaties and Wheaties Energy Crunch, while Campbell Mithun will take over duties for products including Golden Grahams, Milk 'n Cereal bars, Harmony Cereal, Bisquick and the Betty Crocker line.

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