Following an agency review, media agency UM has been named as the new global media agency of record for CPG brand General Mills.
The assignment includes “the support of our customer marketing and retail media efforts,” General Mills Vice President of Advanced Marketing Solutions Jay Picconatto says in a statement. UM will handle all strategy, planning, buying, analytics, performance and commerce across 35-plus markets (including Canada) for such iconic brands as Cheerios, Nature Valley and Pillsbury.
The previous AOR was Mindshare.
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