General Mills Reassigns DDB Duties; Taps Zenith for Broadcast Buying

08 May 2001

As predicted [WAMN: 04-May-01], food manufacturer General Mills has handed roster agencies Campbell Mithun in Minneapolis and Saatchi & Saatchi the $100-million US creative duties formerly handled by DDB, dropped last week.

Campbell Mithun picks up brands such as Bisquick baking mix, Hamburger Helper, Golden Grahams cereal and Betty Crocker desserts. The agency already handles the Chex and Cinnamon Toast Crunch cereal brands, as well as Pop Secret popcorn and Nature Valley bars.

Saatchi & Saatchi gains the cereals Oatmeal Crisp and Wheaties, as well as yoghurt brands Yoplait and Colombo. These are added to the shop’s current duties for the Total, Trix, Cheerios and Lucky Charms cereals, and snacks such as Fruit Roll-Ups and Fruit by the Foot.

Outside the US, creative duties are handled by McCann-Erickson Worldwide.

Meanwhile, General Mills also tapped New York’s Zenith Media for its consolidated American television buying account, with billings in the range of $80m–$100m. The duties were previously split between Zenith and the same city’s Optimum Media Direction (a DDB sibling within Omnicom), both of which participated in the review alongside Universal McCann.

News source: New York Times