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Mindshare on alert as General Mills pitch takes Australian ‘mediapalooza’ value to $250m

General Mills AustralianGroupM media agency Mindshare is once again facing a battle to keep a client because of a global pitch with General Mills understood to be pitching its $5.9m media account.

The company behind major food brands Latina Fresh Australia, Nature Valley and Old El Paso called a global media pitch back in May, but it is now understood that the pitch is impacting the Australian market.

It brings the total value of local media pitches put in play by the recent series of global media reviews, termed by the US trade press as ‘mediapalooza’, to in excess of $250m. This figure does not include digital spend.Last month Mindshare lost the $59 Unilever Australia account because of a global pitch, which saw PHD swoop in to take the honours.

Mediapalooza

Comment is being sought from General Mills Australia.

Nielsen estimates the General Mills Australia main media account is worth $5.9m in the local market.

Among the other major pitches still live in the Australian market are 21st Century FoxJohnson & JohnsonSonyGSK and Mercedes Benz.

Nic Christensen 

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