General Mills has appointed IPG Mediabrands’ global media agency network, UM, as its global media Agency of Record for General Mills. UM is tasked with all strategy, planning, buying, analytics, performance, and commerce efforts across 35-plus markets for General Mills’ brands, including Cheerios, Nature Valley, and Pillsbury.

“General Mills has consistently led the consumer foods category through bold brand building, relentless innovation and a commitment to values, and we are thrilled to welcome them to the UM family,” said Andrea Suarez, Global CEO, UM.

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