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General Mills Selects Mindshare

General Mills has picked WPP's Mindshare as its U.S. media agency.

Mindshare will take over Oct. 1, said Jackie Woodward, VP-global media and connections platforms. Ms. Woodward said Mindshare's David Adelman in Chicago will be taking the lead on the business, with work handled both in Chicago and New York.

"Mindshare really demonstrated its ability to activate on a consumer-first approach more than any other," Ms. Woodward said. "Their consumer engagement insights and ideas were very impressive, not just in paid media, but in owned, earned and shared media as well."

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