• by Steve McClellan  @mp_mcclellan, March 2, 2022

Cereal marketer Post Consumer Brands has named Interpublic’s Mediahub as its U.S. media agency of record following a competitive review, the companies confirmed today. The account shifting from Spark Foundry, part of Publicis Media.

The company spends an estimated $40 million on measured media annually in the U.S. according to agency research firm COMvergence. That includes about $28 million offline and $12 million online.

Mediahub is tasked with helping to drive “passion and sales” for Post’s iconic lineup of brands, including Honey Bunches of Oats, Raisin Bran and Pebbles.  Mediahub will handle U.S. planning and buying with its signature creative media focus.

The account will be led by Mediahub’s Minneapolis office—nearby Post headquarters--with support from across the U.S. network. The win is the latest in a series of recent new business awards for the challenger-brands specialist. Recent wins include  Slack, Terminix, Crown Media, Morgan Stanley E*TRADE and Farfetch. 

“Our mission is to be a leader in modern marketing and punch above our weight in a highly competitive category,” said Claudine Patel, CMO at Post Consumer Brands. “We were impressed with Mediahub’s expertise in data, creativity, and performance, as well as its strong understanding of CPG business needs.”