Premier Foods consolidates £26m media account into MediaVest
Isabella Piasecka, Media Week, Thursday, 19 July 2007, 12:50pm,
LONDON - Premier Foods has consolidated its £26m media planning and buying account into MediaVest, part of Starcom MediaVest Group.
The Publicis agency, which won the £15m Premier business in December last year, has now wrested the £11m RHM business from Interpublic's Universal McCann. Premier Foods bought RHM for £1.2bn in March.
As a result of the win, MediaVest has captured brands including Hovis, Sharwood's and Mr Kipling.
Premier Foods was formerly part of the Hicks, Muse, Tate & Furst Group
and floated on the stock market in 2004.
In 2006, it bought the Campbell Soup Company, before acquiring RHM.
This article was first published on Media Week
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