CHICAGO | Kellanova has announced it is expanding its partnership with Interpublic Group (IPG).
The announcement comes after an extensive evaluation of Kellanova's global agency model. The move advances Kellanova's Differentiate, Drive, and Deliver strategy and the company's growth ambitions for its stable iconic brands.
Interpublic Group (IPG) FCB will lead global creative duties and production and partner with The Martin Agency and MullenLowe across all Kellanova regions for global and priority brands, including Pringles.
Publicis and its agencies will continue to lead creative across some snack brands and international cereals in Europe and Latin America, as well as media for all North American brands and creative for Pop Tarts.
In the U.S., for selected smaller brands, Kellanova has appointed Tombras as its lead creative and integrated marketing agency. This agency supports 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.
"This decision is a strategic step towards driving enhanced creative prowess, strategic consistency, and future-fit capabilities in our agency ecosystem," said Charisse Hughes, Senior Vice President & Chief Growth Officer at 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 global markets."
Kellanova initiated an agency review in early 2024. The agency appointments become effective today, with work for 2025 beginning next month.
"We're thrilled to expand our relationship with IPG, which has produced some award-winning work. Our existing partnership with Weber Shandwick resulted in Pop-Tarts winning its first Grand Prix award at this year's Cannes Lions International Festival of Creativity and Cheez-It being named one of Ad Age's 20 Hottest Brands in America,” said Kellanova North America's Chief Marketing Officer Julie Bowerman.
“As marketers for iconic snack brands, we look forward to working with Interpublic Group (IPG) to drive creative excellence, marketing effectiveness and agility for our brands."
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