Dentsu Aegis Network agencies Carat and iProspect have jointly retained the account following a statutory review of Kellogg’s EMEA media planning and buying business over the past six months.
The review, handled in-house by Kellogg’s media and procurement teams, includes all cereal and snack brands, including Pringles, across 31 markets in EMEA, including the Middle East and North Africa.
Kellogg’s has worked with Carat since 2008, with iProspect later appointed to drive digital performance for all brands. Both agencies top RECMA’s global report as number one media agency and number one search and activation agency, respectively.
Key to Dentsu Aegis’ selection was its strength in consumer insight, application of data, and consistent delivery across the EMEA region.
Chris Nolan, Media and Digital Director, Kellogg’s EMEA, commented, “We are very excited to continue working with Carat and iProspect. 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”
Tracy De Groose, CEO Dentsu Aegis Network UK & Ireland, said, “Kellogg’s is such an iconic brand and we’re incredibly proud of our partnership over the past eight years. Being selected, once again, is testament to the diverse capabilities within our network, and our ability to evolve our approach to reflect Kellogg’s needs and growth ambitions.”
