General Mills consolidates ad roster

General Mills, the food company, is to consolidate the UK agency roster on its estimated £11 million account.

Betty Crocker: General Mills works with about 20 agencies
Betty Crocker: General Mills works with about 20 agencies

The company is looking for a lead agency for brands including Jus-Rol, Betty Crocker, Green Giant and Nature Valley. The review also includes activation work for Häagen-Dazs and Old El Paso.

Jennifer Jorgensen, the global marketing and managing director at General Mills, is handling the review.

The company has sent out an RFI to agencies, with the aim of reducing the number of roster shops to improve the efficiency of General Mills’ creative output.

It currently works with about 20 agencies. Karmarama won the Jus-Rol and Betty Crocker businesses in February but will not repitch. McCann London works on Nature Valley. Team Saatchi has done some activation work in the past.

Häagen-Dazs’ advertising is handled by Saatchi & Saatchi in the US, and Bartle Bogle Hegarty London holds the Old El Paso account.