INTERNATIONAL: Pillsbury Group hands Spanish PR account to IC&M

MADRID: Food company the Pillsbury Group, part of UK food and drink giant Diageo, has moved its Spanish PR into Madrid-based agency IC&M.

MADRID: Food company the Pillsbury Group, part of UK food and drink

giant Diageo, has moved its Spanish PR into Madrid-based agency

IC&M.



The consultancy, which already handled product PR in Spain for Pillsbury

brand Haagen-Dazs, was appointed withou a pitch and will manage PR for

Pillsbury at group level and for brands including Green Giant

vegetables, Old El Paso and Pillsbury Toaster bread products. The

previous agency for the pounds 75,000 fee business was Comunicacion

Empresarial.



IC&M’s team reports to Pillbury’s Spanish marketing manager Luis Encinas

who is based at its Madrid HQ.



Pillsbury’s worldwide sales for 1997 were pounds 3.75 billion. It is a

Minneapolis-based subsidiary of Diageo and was acquired in 1989 by Grand

Metropolitan, the group which merged last year with Guinness to create

Diageo.



To diffuse opposition to the Guinness/Grand Metropolitan merger, Diageo

agreed to sell off several Pillsbury brands for competition reasons

earlier this year. These include Underwood potted meat, B&M beans and

Pet evaporated milk.



Outside the US, Pillsbury’s key markets include Europe, Latin America,

and the Far East. In addition to its key food brands, it is a supplier

of refrigerated dough and other products such as hamburger buns to the

baking industry.



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