US food company Kellogg’s has retained Dentsu Aegis Network agencies Carat and iProspect to its pan-European media planning and buying business.
The six-month review, handled by Kellogg’s in-house media and procurement teams, involved the media for the firm’s cereal and snack brands, including Pringles, across 31 markets in EMEA.
The breakfast cereal maker has used Carat for its media since 2008, as well as fellow Dentsu Aegis Network agencies iProspect and Isobar on search and digital.
While Carat and iProspect have retained the media and search accounts respectively, Kellogg’s has moved its digital business into Publicis Groupe agency DigitasLBi.
“We are very excited to continue working with Carat and iProspect,” said Chris Nolan, media and digital director at Kellogg’s EMEA.
“During the very detailed and thorough pitch process they reinforced the strong foundation of buying and planning already in place across the region. Importantly for us they also showed a commitment to drive media forward with a vision and a plan for how we will develop across the next three years.”
On the appointment of DigitasLBi, Nolan added: “DigitasLBi demonstrated a deep understanding of how digital can drive our business forward. They understood the need to put data at the heart of what we do and to drive change in how we connect with our consumers into the future. Their approach to integration is simple and compelling, and we believe our brands will benefit from it immediately.”