GENERAL MILLS PARTNERS WITH COSSETTE
By Adnews Staff
Toronto-based General Mills Canada handed its account to Cossette Communication-Marketing of Toronto last week. The agency won the business after a review with an undisclosed number of agencies. "Cossette won the business because of its sound strategic approach, dedication to innovative and integrated marketing concepts and commitment to results," says president Christi Strauss. "There's a good fit and we look forward to working with Cossette to continue to build our brands and market share." The incumbent on the business was FCB of Toronto. The agency resigned from the account earlier this year after its merged its operations with Harrod & Mirlin of Toronto. H&M already had the Quaker business. General Mills markets such packaged goods as Cheerios and Wheaties cereal and Betty Crocker baking products.