Shauna Lewis
Oct 15, 2024

Kellogg's owner appoints European media agency

Scope will cover 28 markets including the UK, Italy, France, Spain and Germany.

Kellanova: brands include Cheez-It, which recently launched in the UK and Ireland
Kellanova: brands include Cheez-It, which recently launched in the UK and Ireland

Kellanova, which owns the Kellogg’s, Pringles and Cheez-It brands, has reappointed Carat as its European media agency. 

Mediasense supported the pitch.

Carat and Kellanova have worked together for 16 years. The agency's remit encompasses media planning and buying, data, and digital strategy. 

The scope will cover 28 European markets, including the UK, Italy, France, Spain, and Germany. 

Paul Humphries, chief marketing officer at Kellanova Europe, said the company was “looking forward” to continuing its partnership with Carat. Speaking about the pitch process, he added: “Carat built confidence that they could significantly enhance our capability in building connected experiences that deliver behaviour change.”

Kellanova also works with Dentsu agency Merkle, appointed in 2023, which handles its digital CRM account across Europe.

Angela Tangas, chief executive of Dentsu UK and Ireland, said: “We at Dentsu are fortunate to work with Kellanova across our media and CX practices, and this win only reinforces the benefit of an integrated ‘One Dentsu’ approach.”

In September, Cheez-It launched a £18 million ad campaign (US$23.5 million) to promote the brand's launch in the UK and Ireland.

Source:
Campaign UK

Related Articles

Just Published

8 hours ago

Japan FTC hits Dentsu, others with 3.3 billion yen ...

Citing violations of the Antimonopoly Act, Japan's Fair Trade Commission fined Dentsu and six other firms ¥3.3 billion (US$22.8 mil) for bid-rigging tied to the Tokyo Olympics. Dentsu is contesting the 'discrepancies'.

8 hours ago

From loud and proud to lost and quiet? The ...

As rainbow logos vanish and corporate sponsorships dwindle, Pride 2025 reveals a new era of caution and introspection for brands navigating political pressure and demands for authenticity.

10 hours ago

Microsoft AI CEO: Bigger organisations are ...

Mustafa Suleyman was joined on the stage at Cannes by Colleen DeCourcy to discuss how AI will democratise creativity and the importance of ‘friction’.

1 day ago

Agency Report Card 2024: TBWA

With bold campaigns, record-breaking new business wins, and a near-perfect client retention rate, the agency proved it could lead from the front. Yet, challenges in China and the pressures of rapid growth loom large—testing whether its ‘disruption’ can stand the test of time.