General Mills has chosen Joan Creative, The Community and Erich & Kallman to work on US creative projects moving forward.
The decision, reported by Ad Age, comes months after the food giant - whose brands include Cheerios, Fiber One and Yoplait - began a review of its creative agencies in the US. In October, General Mills announced that MDC Partners agencies 72andSunny and Redscout would serve as the company’s lead agencies. The latest three picks conclude the review.
"In looking to round-out our roster, we met with dozens of interesting agencies and were wildly impressed by the breadth of talent out there," Michael Fanuele, General Mills VP-chief creative officer, said in a statement to Ad Age. "The industry is teeming with small agencies of every variety doing really powerful work. We're very excited to work with these three agencies. We're confident they'll help us crack great creative work for our brands, and they'll do so with ambition and generosity."
The Community is a Miami-based multicultural agency that has worked with brands including Verizon and the Buenos Aires Public Bike System. New York-based Joan Creative, which was founded by former Refinery29 chief operating officer Lisa Clunie and former Wieden + Kennedy co-executive creative director Jaime Robinson, opened its doors earlier this year with General Mills on board as a launch brand.
Erich & Kallman, which also opened up shop earlier this year, was founded by former CP+B president Steven Erich and former GS&P executive creative director Eric Kallman.