General Mills gives agencies new incentives

This event report outlines how General Mills, the fast-moving consumer goods group, is transforming its model of agency remuneration.

General Mills gives agencies new incentives

Stephen WhitesideWarc

General Mills, which recently named 72andSunny and Redscout as its lead US creative agencies, is now seeking to assemble a group of project-based shops to supplement its two main partners.

Alongside modifying its list of affiliated agencies, the owner of brands including Cheerios cereal, Pillsbury baking products and Yoplait yogurt simultaneously is transforming how it will remunerate them. More specifically, General Mills is moving away from traditional payment structures reflecting the time certain personnel spend working for its brands. Instead, it plans to reward breakthrough thinking.

"The shift is paying for...

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