Premier Foods consolidates £26m media account into MediaVest

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.

 

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