Weetabix has appointed WPP-owned Mindshare as its new media agency at the conclusion of a three-way pitching process overseen by marketing consultancy AAR.

Mindshare had been vying for the account alongside Dentsu’s iProspect, which had been the incumbent since 2015, and Goodstuff.

Spending a reported £12 million a year in media billings, the cereal brand’s marketing director, Francesca Theokli said that they had selected Mindshare to take “[its] brands to the next level”, and that [the agency blew them] away with the quality of their insights, strategic thinking and the quality of [its] people.”

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Mindshare UK CEO, Jem Lloyd-Williams added: “Weetabix is an iconic brand and an incredibly successful business – we are thrilled they chose us.

“Fran and her team are so passionate, knowledgeable and open – we can’t wait to help unlock the next chapter of good growth for their business.”