Ad Age
Sep 30, 2024
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The food giant wraps its six-month review, hiring holding company agencies and an independent shop
General Mills has overhauled its creative agency roster, hiring Goodby Silverstein & Partners, The Martin Agency and Mother after a review that kicked off in March.
General Mills did not disclose which brands each of the three new agencies would work on, saying those decisions would be made in the coming weeks. It also did not detail how the selections will affect incumbents. The food marketer had been using a variety of agencies across its many brands, including Anomaly and Pereira O’Dell. Consultancy R3 handled the review and incumbents were allowed to pitch.
“We’re looking for people who can help us with that creative firepower to bring ideas and emotions and feelings and resonance to our brands that are going to make our brands more valuable,” said Doug Martin, chief marketing officer for General Mills.