General Mills names Mindshare Canada as AOR

The CPG aligns its Canadian assignment with the GroupM agency, which handles buying in 15 markets globally.

General Mills has appointed Mindshare Canada as its media agency of record in Canada.

The account was awarded following a closed review between Mindshare and incumbent agency Cossette Media. This is an expansion of General Mills’ larger relationship with Mindshare as the agency currently works with General Mills in approximately 15 markets worldwide.

General Mills consolidated most of its global media buying with Mindshare at the end of 2015. Canada was an exception, as it had given media AOR duties to Cossette Media at the beginning of that year, aligning it with Cossette’s creative assignment.

Mindshare will be handling the account out of both its Toronto and Montreal offices, working across all media platforms and General Mills brands in Canada, which include Cheerios, Old El Paso, Nature Valley, Pillsbury, Annie’s, Pizza Pops, Liberte and Yoplait, among many others.

Media planning is already underway, and the first campaign will go live on June 1. The Mindshare lead in Canada for this account will be Andrea Miliauskas, VP and business lead, working closely in partnership with Gina Banks, chief client officer of Mindshare Canada.

As General Mills continues to drive a more holistic buying and planning approach, Mindshare is well suited as a partner in Canada, particularly for its work in strategy and integrating commerce in media, Banks says.

“This is an exceptionally exciting time to forge a partnership with an organization like theirs as we can really lean into connected commerce – bringing brand, commerce, and consumer data experiences into a single view – and activate through our proprietary platforms to amplify the impact of every activity and deliver business outcomes.”