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.