Kellanova Expands IPG's Creative Remit
- by Steve McClellan @mp_mcclellan, July 22, 2024
Snack food and cereal marketer Kellanova announced today that it is expanding its creative agency partnership with Interpublic Group after a formal review.
The company laid out its assignments going forward as follows
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For global and priority brands, including Pringles, IPG's FCB will lead on global creative duties and production and will partner with The Martin Agency and MullenLowe across all Kellanova regions.
Publicis and its agencies will continue to lead creative across some snack brands and international cereal in Europe and now Latin America, as well as media for all North America brands and creative for Pop Tarts.
In the U.S. for selected smaller brands, Kellanova is appointing Tombras as its lead creative and integrated marketing agency supporting shopper marketing and promotions, production, public relations, and influencer engagement. As Kellanova transitions, Rethink will continue its current engagement to support RXBAR.
Weber Shandwick will continue to oversee U.S. public relations and influencer engagement for priority brands.
Momentum will handle shopper marketing and promotions in North America.
One of the bigger changes is the shift of Pringles from WPP’s Grey to FCB. Publicis retained its previous assignments and added responsibilities from some snack brands in Latin America. It continues to handle the company’s North America media assignment.
Kellanova is one of two companies that comprised Kellogg’s before its split into two separate companies last year, the other being WK Kellogg Co.
Kellanova, which had $13 billion in net sales last year, focuses on global snacking, international cereal and noodles, plant-based foods, and North American frozen breakfast. WK Kellogg Co. Focuses on North American cereal.
Charisse Hughes, Senior Vice President & Chief Growth Officer, Kellanova, stated, "We focused on selecting ambitious agencies offering a digital-first approach, high levels of innovation, diverse resources and skills, operational excellence and the creative firepower needed to supercharge brand growth. We look forward to working more extensively with IPG's agency teams to drive cultural relevance in all our markets around the world."
The agency appointments are effective today, with work for 2025 to begin in the next month.
Kellanova brands include Pringles, Cheez-It, Pop-Tarts, Kellogg's Rice Krispies Treats, RXBAR, Eggo, MorningStar Farms, Special K, Coco Pops, and more.
