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.