• by Steve McClellan , October 31, 2016

General Mills has selected MDC Partners’ 72andSunny with sibling agency Redscout as its primary creative partner in the U.S. after a review that began in the summer the company confirmed Monday. The incumbents on the business were Saatchi & Saatchi and McCann along with a number of project-based agencies.   

The agencies will service such well-known company brands as Cheerios, Nature Valley and Yoplait. The company spends an estimated $700 million on ads in the U.S. Last year the company selected Mindshare for media duties after a separate review. 

The General Mills creative review made headlines when it was disclosed because the cereal giant took the unusual step of mandating that the winner have a diverse creative department, specifically made up of at least 50% women and 20% people of color. Other marketers, including HP have since issued demands for diverse agency workforces as well. 

“72andsunny with Redscout impressed us for so many reasons,” stated Michael Fanuele, vice president, chief creative officer, General Mills, including “a generous passion for our consumers; creative chops that have culture-shaping power; experience helping brands change their fortunes; and an inspiring commitment to diversity among their creative team.” 

“But what swayed us most,” added Fanuele, “was a distinct ability to collaborate, with us and our other partners. This feels like a genuine, productive relationship, the kind in which we will make each other better.” 

The company has indicated that going forward it will focus more on precision targeting of consumers and digital approaches to reaching them. 

The review was supported by Joanne Davis Consulting.