Campbell Soup, which bought over $300 million worth of measured media in 2005, is consolidating its international media planning and buying assignments with WPP's Mediaedge:cia, writes TheStreet.com (via MediaBuyerPlanner). Not all of the company's roster shops will be affected, however. OMD will continue to handle media planning and buying in Canada, the company said, and ZenithOptimedia will continue to handle those duties in the U.K. and Ireland until the company can complete a review of those accounts, currently in progress, MediaPost writes.

Mediaedge:cia has been Campbell's U.S. media shop of record since 1999. With the move, the company sees increased potential for global media deals with top media suppliers, as the global media marketplace continues to consolidate.

Global media director Colleen Mitway said that the company also plans to replicate some of the strategic insights that Mediaedge:cia gained in the U.S. in other markets around the world.