• by Joe Mandese  @mp_joemandese, December 23, 2005

Describing the months-long review as part of its regular business practices, Kellogg Co. Thursday said it has decided to keep its $400 million-plus U.S. media buying and planning account at Starcom. Starcom, and its predecessor, Leo Burnett Co.'s media department, have handled Kellogg's media buying for more than 50 years, making it one of the longest media accounts on record.

The U.S. media account went into review earlier this year, at about the same time Kellogg announced that it had retailed WPP Group's MindShare as its media shop in the U.K. That fueled speculation that MindShare, which was invited to pitch the U.S. business, as well as Carat, might be a strong contender.

"This review is part of our regular business practice, helping to ensure that we remain competitive and identify opportunities for increased efficiency that would enable us to further invest in brand-building," Montie stated.

Kellogg Senior Director-Advertising and Media Andrew Jung noted that each of the contenders "gave a compelling presentation" and that Kellogg's decision was "challenging," but that Starcom continued to be the best choice for U.S. media.

Kellogg's brands include Keebler, Pop-Tarts, Eggo, Cheez-It, Nutri-Grain and, of course, breakfast cereal products like Rice Krispies and Frosted Flakes.