Two vie for 188m Euro Kellogg

Kellogg has sparked the biggest review of its pan-European media planning and buying to date and has invited J Walter Thompson and Carat to pitch for the $300m (188m) business.

The pitch is part of a wide-ranging rethink of Kellogg’s European media strategy and could result in one of its biggest European media centralisations.

JWT and Carat are pitching today (Wednesday) for the entire account.

Carat has about 18 per cent of Kellogg media buying across Europe and JWT handles approximately 40 per cent, mainly in the UK.

It is understood agencies with a smaller slice of Kellogg’s European business, such as Leo Burnett, have not been invited to pitch.

Kellogg has not yet decided whether the winner of the pitch will land all the media planning and buying across Europe, or whether it will split the account.

Last month, the company moved media buying for its $40m (25m) Latin American media accounts out of J Walter Thompson and into Burnett.

At the time of this consolidation, Burnett claimed $1.5bn (938m) in worldwide Kellogg billings.

A Kellogg spokesman refuses to comment.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here