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General Mills | Company Profile, Marketing Contacts, Media Spend, Brands

General Mills is a world leader in the consumer foods industry. The company's products are manufactured and marketed in global locations. The company operates under nine brand categories: Bakeries & Foodservice, Baking Products, Big G, Health Ventures, International, Joint Ventures, Pillsbury, Snacks, and Yogurt.

Main Telephone 01895 201 100
Main Fax 01895 201 101
Primary Address
Harman House
1 George Street
Uxbridge, London UB8 1QQ

General Mills Contacts

Contacts (5/11)
Name Title City
Sean E. Channel Director London
Sample of Associated Brands
Email: *****@*******.***
Main Phone: 01895 201 100
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Harman House
1 George Street
Uxbridge, London

Sue S. Human Resources Director - UK, Ireland & Nordics London
Richard W. Marketing Director - North Europe London
Jennifer J. Global Brand Director, JAagen Dazs London
Claire H. Consumer Insight Manager London

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Jus Rol - Pastry ****
Betty Crocker - Prod Rge ****
Green Giant - Range ****
Old El Paso - Prod Rge *******
Nature Valley - Crunchy Granola *****

Agency Relationships

Brand Agency Service From To
***** ******* - **** *** ********* ** Media Buying, Media Planning 2015 present
***** ******* - **** *** **** ****** Creative 2015 present
******* ***** - **** **** ****** Creative 2015 present
******* ***** - **** ********* ** Media Buying, Media Planning unknown present
***** ***** - ***** ********* ** Media Buying, Media Planning 2015 present

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TV, Digital, Sampling Opps: General Mills schemes several campaigns for early 2016

Subject: TV, Digital, Consumer Direct Marketing, In-Store, Millennials, Healthy, Sponsorship, Video.

Company: General Mills is a world leader in the consumer foods industry.

Opportunity: The owner of Green Giant and Häagen-Dazs brands has a “number of marketing activities planned for the second half” of its financial year, which begins this month.

You will see General Mills continuing to “drive trial, including advertising, more sampling and channel specific promotions,”  EVP, COO, International Chris O’Leary told investors in December. There are also plans to launch five new Nature Valley cereals that appeal to teenage and Millennial consumers, promoted via TV and digital advertising.

Reach out for last minute opportunities planned for in-store merchandising events, TV, coupons and digital advertising this quarter promoting the fact that 80% of Big G Cereals brands are now free of all artificial colours, flavours and high fructose corn syrup. This was a plan announced late last year estimated to be complete by 2017, likely in an effort to address any health concerns that may have surfaced due to last year’s gluten-free Cheerios controversy (General Mills claims this was only a minor recall). 

With a brand new media agency on board, General Mills may also begin to tap into previously undervalued platforms such as mobile, video and even sponsorship.

Accounts on the Move: The global food corporation and previously No. 8 on WinmoEdge's  of Ann Simonds to CMO.

Brand Performance: General Mills ended Q2 with 2% drop in sales in Europe, led by a decline in Old El Paso and despite good growth in Häagen-Dazs, which will see two new product launches during the second half of fiscal 2016.

The company is also currently in the process of “folding Yoplait international operations into [General Mills'] European regions to increase efficiency.”

Decision Makers: In September, Gerry Roads became a marketing partner, having previously been a contract marketing manager for General Mills’ baking brands. He is now heading activation for Green Giant, Betty Crocker and Jus-Rol brands across the UK market with a specific focus on digital platforms. 

In October, Richard Williams became General Mills’ marketing director for North Europe, having previously been the marketing director for Yoplait UK and Ireland. In June, Arjoon BOSE left L’Oréal (he was a group brand manager) to become the marketing head for UK&Nordics Häagen-Dazs brand. In May, Mark Brown was promoted to global senior marketing manager for Haagen Dazs.

Media Spend: General Mills spent £4.6m in total measured media during 2014, according to Nielsen. Q3 of the traditional calendar year (Q1 of General Mill’s financial calendar) typically sees the highest period of spending, so reach out ahead of the summer months if you want to tap into this typically +£2m budget. 

Digital Advertising: Last year, General Mills ran 227 standard display ads, 44% of which ran publisher-direct, according to Moat UK. In addition, the company ran 23 high impact ads and 52 video ads. There was a total of 1,036 destinations, with top publishers including,, annd The year showed a purposeful drive into more video advertising, mainly on news and arts/entertainment-focused publishers. 

General Mills
Harman House, 1 George Street, Uxbridge, London, UB8 1QQ, 01895 201 100

Mr. Gerry Roads
Marketing Partner

Mr. Arjoon Bose
Marketing Head UK&Nordics-Häagen-Dazs

Mr. Richard Williams
Marketing Director, General Mills (North Europe)

Mr. Mark Brown
Global Senior Marketing Manager – Haagen Dazs

Mr. Michael Harris
Marketing Director, Old El Paso, Europe & Australasia

Mr. Simon Worne
Marketing Director, New Business Development – Europe & Australasia