Insiders estimate annual global spending on the account is in the $275 million to $300 million range, with the U.S. only a small portion of that. According to Nielsen,
domestic media spending by Barilla was just $18 million last year and less than $10 million through the first eight months of this one.
In the U.S., the account will be handled out of OMD's Chicago office. Barilla sells more than 1.4 million tons of food in more than 100 countries.