Sara Lee Corporation Consolidates @ Starcom U.S.A.
January 9, 2004
Sara Lee Corporation announced the consolidation of its media strategy, planning and buying activities for its U.S. brands with Starcom U.S.A., a part of Starcom MediaVest Group, a subsidiary of Paris-based Publicis Groupe, effective immediately.
The consolidation of media activities will enable Sara Lee to strengthen the strategic support for its U.S. brands by leveraging Starcom’s world-class planning and buying tools.
“By consolidating these responsibilities, we will improve our media strategy and execution throughout Sara Lee’s U.S. brand portfolio,” said Lee A. Chaden, executive vice president of global marketing and sales. “We will establish a consistent approach to understanding consumer media behavior, which will drive smarter, more effective long-term planning and media investment decisions. In addition, we will further improve the buying efficiencies, flexibility and accountability within our media portfolio.”
Last year, Sara Lee established its first-ever, corporate-level global marketing and sales position, naming Chaden to this important role. Consolidating the company’s U.S. media activities is part of Chaden’s effort to strengthen Sara Lee’s strategic marketing and sales practices throughout the company and leverage Sara Lee’s scale with its business partners.
