General Mills Canada has consolidated its media buying and planning assignment with Cossette Media, following a “lengthy review.”
Prior to the review, the assignment was shared by Cossette Media (digital buying and planning) and ZenithOptimedia (the remainder of the account).
In an email to Marketing, Dale Storey, vice-president and marketing director for General Mills Canada, said “While both agencies showed exceptionally well, the ability to achieve true communication integration with Cossette is what pushed the decision in their favour.”
“The communications landscape has never been more dynamic,” he wrote. “Cossette has aggressively re-invented itself to stay relevant – hiring the best people, getting ahead of technology, being relentlessly client focused, and staying hungry. [ZenithOptimedia] displayed many of the same traits, and we are fortunate to have had them as a partner for so many years.”
Cossette is also one of the company’s creative agencies of record in Canada. General Mills (Marketing‘s 2014 Marketer of the Year) works with a number of agencies across its brands.
