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General Mills media business moves to Starcom

05-July-2005
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General Mills media business moves to Starcom

Starcom has added another client to its kitty, after its recent Chennai wins. Following a multi-agency pitch, Starcom has been awarded the media responsibilities of General Mills, which markets the Pillsbury brand of ready-to-cook foods. Sources in the company, off the record, informed that the ad spend this year is likely to increase to Rs 10 crore plus in view of brand launches that are on the anvil.

Under incumbent agency Carat, General Mills last year had an ad spend of Rs 3.55 crore, according to sources in the agency. Earlier in the year, General Mills had appointed Spatial Access to audit its business.

Details of the other agencies in the fray aren’t available. However, informed sources claim that Mediaedge:cia and Madison were also contesting for the business apart from Starcom and Carat. The pitch process happened in Mumbai.

The agency is excited. “Three in one,” exclaimed Manish Porwal, GM, Starcom. “Three wins in one week! We are of course excited that closely following our Chennai wins last week, we have been awarded another prestigious client. We are looking at delivering pleasure and value to this prestigious client in its most exciting time since the launch of the Pillsbury brand.”

According to Porwal, a reason that worked in Starcom’s favour in this win was the consumer insight that the agency was able to bring to the table. “They did not just rank us high on our credentials and also effective planning and buying” remarked Porwal.

Apart from Pillsbury, General Mills has various other brands in its portfolio internationally like Betty Crockers, Wheaties, Chex, Green Giant and Old El Paso. The company is in the process of launching a few more brands in India soon and plans to increase its spends to make the relevant noise in the market.

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