Grand Metropolitan’s Pillsbury UK has consolidated its 7m media business for UK brands into TMD Carat.
The 7m account is the entire media business for HÃ¤agen-Dazs, Green Giant, Old El Paso, Pillsbury Toaster Pockets and UK-only brand Jus-Rol.
Carat’s win follows a five-way pitch, which included Western International Media – the incumbent on the 3m Toaster Pockets business. Other contenders were: Leo Burnett, the incumbent on Old El Paso, Green Giant and Jus-Rol; Mediapolis, which picked up the media buying on HÃ¤agen-Dazs in July; and CIA Medianetwork.
Carat, which was not an incumbent, and Western were on the final shortlist.
HÃ¤agen-Dazs is also on the verge of appointing a UK marketing director to replace Dominic Harrison, who quit the company for Bass in January (MW January 24).
EURO RSCG was appointed as the above-the-line agency for HÃ¤agen-Dazs in May (MW May 8) after a falling out with the previous incumbent Bartle Bogle Hegarty.
Separately, HÃ¤agen-Dazs is understood to be revamping all of its cafÃ©s and will advertise them for the first time.