GroupM's Mindshare Adds More General Mills Business

A month after winning General Mills media chores for the U.S., GroupM’s Mindshare has been awarded much of the cereal giant’s international business.

A spokeswoman for General Mills confirmed Wednesday that “GroupM, led by Mindshare” will now also handle media chores for the Europe, and Australasia regions as well as a portion of the business in its Africa/Middle East/Asia cluster.

The spokeswoman also confirmed that the agency will serve as media agency for the company’s Yoplait Europe business.

The company’s total ad spending exceeds $1 billion, most of it in the U.S., where it will spend and estimated $823 million in its fiscal year 2015.

“Their 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,” the spokeswoman said.



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