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MindShare retains £12m Birds Eye media account

LONDON - MindShare has retained the £12m media planning and buying business for former Unilever brand Birds Eye foods.

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The future of the brands' media account had been in question because of a change in ownership of Birds Eye.

Private equity group Permira acquired the former Unilever brands Birds Eye and Iglo in August, closing the auction with a £1bn bid.
Permira outbid CapVest, a rival private equity firm that owns FoodVest, the holding company behind Findus frozen foods in Norway, Sweden and France, as well as the UK's Young's Bluecrest Seafood.

Unilever took the decision to sell off Birds Eye last autumn, after failing to expand the business and revive its flagging image.

In October, Caroline Drummond, Birds Eye marketing director, confirmed she would stay with the brand despite the change in ownership from Unilever to Permira.

WPP-owned MindShare picked up the £11m American Express media account in November and, in July, won the £4m media business for music download site Napster.

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