Kellogg to review global ad roster

Kellogg is understood to be the latest multinational to review its ad agency roster in a bid to reduce the number of marketing communications suppliers it employs and cut costs.

Crunchy Nut campaign
Crunchy Nut campaign

The review is believed to be procurement led in response to the tightening global economy which has led to widespread job cuts across many industries.

Those particularly hit by the recession have been the automotive, financial services and travel sectors.

Kellogg, which owns brands including Kellogg’s Special K, Coco Pops and Crunchy Nut, works with agencies including Leo Burnett and JWT.

The latest development follows marketing communications agency roster reviews launched by companies including Vodafone, Bayer HealthCare, Emirates Airlines and Hyundai Kia Automotive Group.

A Kellogg spokesman declined to comment.

Recently in the UK, Kellogg launched a £3m six-month campaign aimed at driving sales to the cereal category.

Dubbed its largest consumer promotions to date, between April to June shoppers were invited to collect coupons from one of its 30 million participating packs to redeem in-store for a free Kellogg’s cereal.

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