General Mills consolidates digital with Cossette

General Mills is boosting its business online and has consolidated its Canadian digital strategy, creative and buying with Cossette. While ZenithOptimedia previously handled General Mills digital media buys, that responsibility will now be Cossette’s. The move will help General Mills keep its digital creative in line with its digital media buying and strategy, explained Mike […]

General Mills is boosting its business online and has consolidated its Canadian digital strategy, creative and buying with Cossette.

While ZenithOptimedia previously handled General Mills digital media buys, that responsibility will now be Cossette’s.

The move will help General Mills keep its digital creative in line with its digital media buying and strategy, explained Mike Sharma, general manager of Fjord, Cossette’s online division.

According to Sharma, General Mills was only dedicating a small portion of its budget to digital media, but that will soon change.

“General Mills has decided their going to make a great foray into the digital space,” he said.

He said General Mills is shifting its focus from traditional to digital media to keep up with consumers changing media habits.

“Digital media plays a big role in their target audience’s lives,” Sharma said. “It boils down to audiences and where the audience is.”

ZenithOptimedia will remain General Mills’ agency of record for its traditional media planning and buying.

Advertising Articles

BC Children’s Hospital waxes poetic

A Christmas classic for children nestled all snug in their hospital beds.

Teaching makes you a better marketer (Column)

Tim Dolan on the crucible of the classroom and the effects in the boardroom

Survey says Starbucks has best holiday cup

Consumers take sides on another front of Canada's coffee war

Watch This: Iogo’s talking dots

Ultima's yogurt brand believes if you've got an umlaut, flaunt it!

Heart & Stroke proclaims a big change

New campaign unveils first brand renovation in 60 years

Best Buy makes you feel like a kid again

The Union-built holiday campaign drops the product shots

123W builds Betterwith from the ground up

New ice cream brand plays off the power of packaging and personality

Sobeys remakes its classic holiday commercial

Long-running ad that made a province sing along gets a modern update