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Kellanova, formerly the Kellogg Company, is expanding its partnership with Interpublic Group after an extensive evaluation of the company’s global agency model. FCB will now lead on global and priority brands, including Pringles, taking over from Grey.
FCB will partner with The Martin Agency and MullenLowe across all Kellanova regions. In addition, 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.
Independent agency Tombras has been named lead creative and integrated marketing agency supporting shopper marketing and promotions, production, public relations and influencer engagement for selected smaller brands in the U.S. As the company transitions agencies, Rethink will continue to support RXBar.
Weber Shandwick will continue as Kellanova’s PR and influencer engagement agency for priority brands, while Momentum will handle shopper marketing and promotions in North America.
Grey and WPP, which previously had Pringles and was responsible for the “Flavor Stacking” campaign that ran across several Super Bowls, as well as the Chris Pratt mustache effort, decided not to be a part of Kellanova’s consolidation pitch.
“America got stuck on Pringles when we celebrated the brand’s design flaw, and more recently, by calling attention to the mustachioed Pringles mascot, we’ve helped the brand achieve iconic status in the snacking aisles—and to become a $2 billion business. While WPP declined network participation in the full review, we could not be prouder of our 17-year relationship with Pringles. We wish them continued success,” said Grey’s global CEO Laura Maness in a statement.
The agency review was done to accelerate brand portfolio growth and support the company on its journey to be a global snacking powerhouse, according to a statement by Kellanova. The move advances Kellanova’s “Differentiate, Drive and Deliver” strategy and the growth ambitions the company has for its brands, which include Pringles, Cheez-It and Pop-Tarts.
“This decision is a strategic step toward driving enhanced creative prowess, strategic consistency and future-fit capabilities in our agency ecosystem,” said Charisse Hughes, svp and chief growth officer at Kellanova, in a statement.
Hughes added that the company focused on selecting agencies offering a digital-first approach, along with high levels of innovation, diverse resources and skills and creative firepower.
