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GENERAL MILLS TO CONSOLIDATE MEDIA BUSINESS

Minneapolis, MN-based General Mills Inc. is launching an agency review to consolidate its $450 million media account, according to reports in Adweek and Adage. Unnamed sources close to the review were cited in both reports. The company's brands include Wheatie's, Cheerios, Betty Crocker, Yoplait and Hamburger Helper. Currently General Mills works with a number of agencies including OMD and Zenith Media in the U.S., Optimedia in Canada and Universal McCann in Europe.

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