General Mills has appointed Interpublic Group of Cos.’ UM as its global media agency of record following a review led by Mediasense.
UM will handle all strategy, planning, buying, analytics, performance and commerce efforts across over 36 markets, according to a statement by the agency.
GroupM’s Mindshare previously handled media in the U.S. and most of the client’s global markets following a consolidation in 2015. It is believed Mindshare did not defend the account, according to one person familiar with the situation. The agency declined to comment.
Read the full story in Ad Age.