Dive Brief:

• General Mills is launching a review of its media business for the first time in 14 years. 
• The review puts General Mills among a list of 20 major brands in the last month to audit media -- a trend AdWeek nicknamed "Mediapalooza." 
• The brand could run into trouble as major agencies could be tied up pitching the other long list of brands including Unilever, BMW, P&G, Johnson & Johnson and SC Johnson.

Dive Insight: 

Unlike brands including BMW and Johnson & Johnson, General Mills doesn't have a policy of periodically reviewing its media business. Neither does P&G, who also hasn't reviewed its planning business since 2004 or its buying business since 1997. 

Given the number of agencies trying to apply for RFPs in 2015, late comers like General Mills could expect talks to extend into 2016 if things are backed up with other negotiations. But the traffic jam could be an opportunity for smaller or lesser known agencies to score a major account that would have perhaps been out of reach otherwise.