Kellogg, the cereal company, has consolidated its European media planning and buying business into Carat following a review of its roster. The account is understood to be worth up to £100m.
The account was previously handled by MindShare in the UK, which had held the business for eight years. It is not known if it will affect the advertising account, which is split between Leo Burnett and JWT.
Greg Economos, vice-president marketing and innovation at Kellogg, says: “It was a difficult decision, and we believe Carat is offering us a strong platform combining efficiencies, service and effectiveness to support our business strategy and to drive consumer engagement with our brands.”
The win comes in the same day that Carat picked up the £48m Santander media planning and buying account. It will now work on the Abbey, Bradford & Bingley and Alliance & Leicester brands.