- General Mills has selected Mindshare, a WPP Group M agency, to handle its U.S. business as well as support the company in Europe and Australasia and a handle a portion of Africa, the Middle East and Asia.
- According to Ad Age’s Data Center, General Mills spent more than $866 million in measured media in the U.S. last year, and $1.03 billion globally in 2013.
- One recent campaign from General Mills was a sponsored video series on Gawker’s Kotaku targeted toward millennial gamers.
General Mills' global media business is a bit more clear now that the packaged foods company selected Mindshare to take on the task. Mindshare will also handle Yoplait Europe. General Mills spent $1.03 billion on measured media in 2013, the most recent year with spending data available according to Ad Age.
A General Mills spokesperson told Ad Age, "[Mindshare’s] engagement, insights and ideas across paid, owned, earned and shared media will enable General Mills to continue to advance its consumer-first approach to growing our brands across these markets."
A recent campaign from General Mills for its Honey Nut Cheerios brand was a sponsored video series on Gawker’s Kotaku’s gaming vertical seeking a millennial gamer audience.