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McCann Erickson takes on Cheerios in Cereal Partners agency restructure

LONDON - Cereal Partners has shifted the Cheerios advertising account to McCann Erickson and given incumbent Saatchi & Saatchi a new global role to promote its kids-oriented brands.

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Saatchi & Saatchi already handles kids' brands Honey Nut Cheerios, Cookie Crisp and Honey Stars, and will now also be responsible for all of Cereal Partners global promotions advertising, including film tie-ins such as the recent 'Chronicles of Narnia: The Lion, The Witch & The Wardrobe' deal.

This will see Saatchi & Saatchi Simko in Geneva becoming the global centre for the Cereal Partners account, close to Cereal Partners headquartered in Lausanne, Switzerland.

The restructure will see McCann Erickson handle the Cheerios creative brief outside of North America. It adds the brand to a portfolio that already includes Shredded Wheat, Shreddies and the Fitnesse range.

Cereal Partners Worldwide is a joint venture between General Mills and Nestle to market breakfast cereals outside of North America.

There was speculation earlier this year that Saatchi & Saatchi could lose its US work for General Mills after the departure of 17 staff who worked on the account. However, the Publicis-owned agency hung on to the work.

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