General Mills picks new global media agency

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Global food company General Mills has named media agency UM as its global media agency of record. UM will now handle all strategy, planning, buying, analytics, performance and commerce efforts across 35-plus markets for General Mills’ suite of brands. These include Cheerios, Nature Valley and Pillsbury, the agency said in a statement.

“We are looking forward to working with IPG's UM as our global media agency, which includes the support of our customer marketing and retail media efforts,” said Jay Picconatto, vice president of advanced marketing solutions, General Mills. “We’re confident that UM is the right partner to continue to build our iconic brands and deliver remarkable experiences for consumers.”

Don't miss: IPG Mediabrands merges Kinesso, Matterkind and Reprise to form new unit

Adding on, Andrea Suarez, global CEO of UM said that she was thrilled to welcome General Mills into the UM family. “We look forward to a strong relationship that uncovers new opportunities, underpinned by our industry-leading data and commerce capabilities, to connect with consumers in meaningful ways while maximizing business growth well into the future,” she said.

The win comes soon after UM was appointed media agency of record for plant-based company Upfield.

Shortly before that, the media holding company within Interpublic Group, IPG Mediabrands, launched KINESSO, a tech-driven performance unit that aims to deliver intelligence that moves brands forward.

The new entity, which was effective globally as of 22 September, was created through the integration of three existing brands in the agency's portfolio: Kinesso, Reprise, and Matterkind. Additionally, Matt Ware, the previous APAC head of Matterkind and Kinesso has now moved to head up KINESSO as its new APAC CEO.

"By bringing together the collective strength of Matterkind, Reprise, and Kinesso under the KINESSO banner, the new entity is positioned to unify the data derived from a brand’s full marketing system into one renowned growth-driving capability," said IPG in a statement.

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