UM, a global media agency network of IPG Mediabrands, has been named global media Agency of Record for General Mills, the global food company dedicated to making food the world loves. UM will handle all strategy, planning, buying, analytics, performance and commerce efforts across 35-plus markets for General Mills’ suite of beloved brands including Cheerios, Nature Valley and Pillsbury.
“General Mills has consistently led the consumer foods category through bold brand building, relentless innovation and a commitment to values, and we are thrilled to welcome them to the UM family,” said Andrea Suarez (pictured), Global CEO, UM. “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.”
Read more in Campaign Brief Asia.