IPG Mediabrands' UM unit has been named the global media agency of record for General Mills, following a review.
UM will handle all strategy, planning, buying, analytics, performance and commerce across 35-plus markets for General Mills, including such iconic brands as Cheerios, Nature Valley and Pillsbury.
The assignment includes "the support of our customer marketing and retail media efforts,” General Mills Vice President of Advanced Marketing Solutions Jay Picconatto says in a statement.
The win follows UM's acceleration of retail and commerce media, including its proprietary Shoptimizer.
Billings were not disclosed, but COMvergence estimates General Mills spends $650 million on media buys annually.
GroupM's Mindshare was General Mills' incumbent media agency in the U.S., Canada and other markets.