Barkley has been named agency of record for four Post Cereal brands after a formal review managed by Pile & Co. The brands are Honey Bunches of Oats, Great Grains, Honeycomb and the Pebbles line of cereals (Fruity, Cocoa, and Marshmallow Fruity Pebbles).
The company spent more than $35 million on measured media to promote those brands last year, according to Kantar.
The assignment is effective in January and the agency is tasked with leading strategy and creative in collaboration with the brand teams. Next year Pebbles will celebrate its 50th anniversary.
“We look forward to building on our strong foundation by leveraging Barkley’s deep understanding of the CPG category and demonstrated ability to reach consumers with vastly different tastes and preferences,” stated TD Dixon, chief growth officer at Post Consumer Brands.
For Barkley, the Post Cereal win follows nine account wins in the past 12 months, including Motel 6, Delta Faucets, San Jose State University, SummaCare, Copper Mountain Resorts, and Security Benefit.