According to sources, Australia however is not included in the remit as digital agency Tongue has retained the account there.
Rumours started circulating in March following a post on Sina Weibo announcing the win. However Campaign has been unable to confirm the account win until now.
This is the first time Kellogg's has consolidated its digital account with one agency in the region. Previously, the brand worked with different agencies on a country-by-country basis.
The account was won following a competitive pitch, believed to have involved a number of agencies including Rapp.
The appointment appears in line with a region-by-region consolidation of the Kellogg's digital accounts following the appointement of Glue Isobar to manage its pan-European account last October.
On the creative side, Kellogg's had consolidated its then-estimated US$1 billion account in November 2009 under Leo Burnett, with incumbent agency JWT retaining its work in Asia-Pacific. Kellogg's had announced in August that year that it intended to consolidate its agency roster from 30 agencies to fewer than five.
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