General Mills lets 4 shops vie for new cereal acc't

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General Mills has set up a competition among its three domestic agencies -- Campbell Mithun Esty, Minneapolis; and DDB Needham Worldwide and Saatchi & Saatchi Advertising, New York -- for the cereal brands acquired from Ralcorp Holdings. McCann-Erickson Worldwide was also invited to pitch. Although measured spending on the lines -- including Chex, Cookie Crisp and Almond Delight -- was less than $10 million under Ralcorp, General Mills is expected to spend more competitively, with billings estimated at $25 million.

Copyright January 1997, Crain Communications Inc.

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