Dentsu Aegis Network agencies Carat and iProspect have jointly retained the account following a statutory review of Kellogg’s EMEA media planning and buying business over the past six months.
The review, handled in-house by Kellogg’s media and procurement teams, includes all cereal and snack brands, including Pringles, across 31 markets in EMEA, including the Middle East and North Africa.
Kellogg’s has worked with Carat since 2008, with iProspect later appointed to drive digital performance for all brands.
“We are very excited to continue working with Carat and iProspect. During the very detailed and thorough pitch process they reinforced the strong foundation of buying and planning already in place across the region. Importantly for us they also showed a commitment to drive media forward with a vision and a plan for how we will develop across the next three years,” commented Chris Nolan, Media and Digital Director, Kellogg’s EMEA.
Tracy De Groose, CEO Dentsu Aegis Network UK & Ireland, said, “Kellogg’s is such an iconic brand and we’re incredibly proud of our partnership over the past eight years. Being selected, once again, is testament to the diverse capabilities within our network, and our ability to evolve our approach to reflect Kellogg’s needs and growth ambitions.”
However, Kellogg’s moved its digital business from Isobar to DigitasLBi. The agency worked with sister Publicis Groupe agency Leo Burnett, Kellogg’s creative shop, to pitch for the business.