The multibillion-dollar food manufacturer has returned to UM, which last held its media account in 2011.

General Mills, parent company of Cheerios, Old El Paso, Liberté yogurt, and Nature Valley brands in Canada, has selected IPG’s UM as its global media agency of record.

The incumbent was Mindshare, part of WPP’s Group M, which had held the account since 2015.

The review was led by Mediasense. UM will now handle all strategy, planning, buying, analytics, performance and commerce for more than 36 markets including North America, Europe and Australasia.

Jay Picconatto, vice-president of advanced marketing solutions at General Mills, said UM will also support the company’s customer marketing and retail media efforts.

He added: “We’re confident that UM is the right partner to continue to build our iconic brands and deliver remarkable experiences for consumers.”

General Mills produces and markets more than 100 consumer brands including Häagen-Dazs, Betty Crocker, and Pillsbury, nine of which each represent more than US$1 billion  in retail sales worldwide.

Andrea Suarez, global chief executive, UM said: “We look forward to a strong relationship that uncovers new opportunities, underpinned by our industry leading data and commerce capabilities, to connect with consumers in meaningful ways while maximizing business growth well into the future.”

A version of this story originally appeared at Campaign UK, with files from The Message.