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Accelerating global brand growth, expanding partnership with Interpublic Group
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Thursday, 01 August, 2024, 16 : 00 PM [IST]
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Chicago, USA
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Kellanova (formerly Kellogg Company and maker of Pringles, Cheez-It, Pop-Tarts and more) has announced it is expanding its partnership with Interpublic Group ("IPG"). The announcement comes after an extensive evaluation of Kellanova's global agency model to accelerate brand portfolio growth and support the company on its journey to be a global snacking powerhouse. The move advances the company’s Differentiate, Drive and Deliver strategy and the growth ambitions the company has for its stable of iconic brands.
As a result of the process:
- 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.
"This decision is a strategic step towards driving enhanced creative prowess, strategic consistency, future-fit capabilities in our agency ecosystem," said?Charisse Hughes, senior vice president & chief growth officer, Kellanova.?"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."
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