Sara Lee dines with GroupM

Regional - Sara Lee has appointed GroupM's Maxus and Mediacom to handle media duties for its army of brands across Asia Pacific.

Maxus will cover SE Asia for Sara Lee, while MediaCom will take charge of its account in Australia. The $25 million account came into play last month with as many as four contenders, and saw Group M battle it out against Starcom MediaVest in the final rounds. The other two agencies involved included Carat and ZenithOptimedia.

Sara Lee's plan was to consolidate all of the company's regional media accounts with one agency network. 

"We are very excited with our final decision, and have always appreciated the strength of work and commitment that has come from Maxus and MediaCom in this region," Mario Salvatori, regional vice-president of Sara Lee, said.