SINGAPORE — UM, a global media agency network of IPG Mediabrands, has been named global media Agency of Record for General Mills, the global food company dedicated to making food the world loves. UM will handle all strategy, planning, buying, analytics, performance, and commerce efforts across 35-plus markets for General Mills’ suite of beloved 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 of UM. “We look forward to a strong relationship that uncovers new opportunities, underpinned by our industry-leading data and commerce capabilities, to connect with consumers in meaningful ways while maximizing business growth well into the future.”
“We are looking forward to working with IPG’s UM as our global media agency, which includes the support of our customer marketing and retail media efforts,” said Jay Picconatto, Vice President of Advanced Marketing Solutions at General Mills. “We’re confident that UM is the right partner to continue to build our iconic brands and deliver remarkable experiences for consumers.”
This news follows several high-profile announcements from the agency, including being appointed media Agency of Record for the world’s largest plant-based company, Upfield; the launch of the industry-first Shoptimizer tool by UM Commerce; and UM being named this year’s Campaign Media Agency Global Network of the Year.