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General Mills, parent company of the Old El Paso, Nature Valley and Betty Crocker brands in the UK, has selected IPG’s UM as its global media agency of record.
The incumbent was Mindshare, part of WPP’s Group M, which had held the account since 2015.
The review was led by Mediasense. UM will now handle all strategy, planning, buying, analytics, performance and commerce for more than 36 markets including Europe and Australasia.
Read more in Campaign.