Photo caption: Kellanova names Interpublic
Group its global creative partner on priority brands and appoints
Tombras its U.S. creative agency on selected smaller brands to help
accelerate growth of its iconic portfolio.
CHICAGO, July 22,
2024 /PRNewswire/ -- Kellanova
(formerly Kellogg Company and maker of Pringles®,
Cheez-It®, Pop-Tarts® and more)
today announced it is expanding its partnership with Interpublic
Group ("IPG"). The announcement comes after an extensive
evaluation of Kellanova's global agency model to accelerate brand
portfolio growth and support the company on its journey to be a
global snacking powerhouse. The move advances Kellanova's
Differentiate, Drive and Deliver strategy and the growth ambitions
the company has for its stable of iconic brands.
As a result of the process:
- For global and priority brands, including Pringles, IPG's FCB
will lead on global creative duties and production and will partner
with The Martin Agency and MullenLowe across all Kellanova
regions.
- Publicis and its agencies will continue to lead creative across
some snack brands and international cereal in Europe and now Latin
America, as well as media for all North America brands and creative for Pop
Tarts.
- In the U.S. for selected smaller brands, Kellanova is
appointing Tombras as its lead creative and integrated marketing
agency supporting shopper marketing and promotions, production,
public relations, and influencer engagement. As Kellanova
transitions, Rethink will continue its current engagement to
support RXBAR.
- Weber Shandwick will continue to oversee U.S. public relations
and influencer engagement for priority brands.
- Momentum will handle shopper marketing and promotions in
North America.
"This decision is a strategic step towards driving enhanced
creative prowess, strategic consistency,
future-fit capabilities in our agency ecosystem,"
said Charisse Hughes, Senior Vice President & Chief Growth
Officer, Kellanova. "We focused on selecting ambitious agencies
offering a digital-first approach, high levels of innovation,
diverse resources and skills, operational excellence and the
creative firepower needed to supercharge brand growth. We look
forward to working more extensively with IPG's agency teams to
drive cultural relevance in all our markets around the
world."
Kellanova initiated an agency review in early 2024. The agency
appointments become effective today, with work for 2025 to begin in
the next month.
Julie Bowerman, Kellanova North
America's Chief Marketing Officer, added, "We're thrilled to expand
our relationship with IPG which has produced some award-winning
work. Our existing partnership with Weber Shandwick resulted in
Pop-Tarts winning its first Grand Prix award at this year's Cannes
Lions International Festival of Creativity, as well as Cheez-It
being named one of Ad Age's 20 Hottest Brands in America. As
marketers for iconic snack brands, we look forward to working with
IPG to drive creative excellence, marketing effectiveness and
agility for our brands."
About Kellanova
Kellanova (NYSE: K) is a leader in global snacking, international
cereal and noodles, and North
America frozen foods with a legacy stretching back more than
100 years. Powered by differentiated brands including
Pringles®, Cheez-It®,
Pop-Tarts®, Kellogg's Rice Krispies
Treats®, RXBAR®,
Eggo®, MorningStar Farms®,
Special K®, Coco
Pops®, and more, Kellanova's vision is to
become the world's best-performing snacks-led powerhouse,
unleashing the full potential of our differentiated brands and our
passionate people. Our net sales for 2023 were $13 billion.
At Kellanova, our purpose is to create better days and ensure
everyone has a seat at the table through our trusted food brands.
We are committed to promoting sustainable and equitable food access
by tackling the crossroads of hunger, sustainability, wellbeing,
and equity, diversity & inclusion. Our goal is to create Better
Days for 4 billion people by the end of 2030 (from a 2015
baseline). For more detailed information about our commitments, our
approach to achieving these goals, and methodology, please visit
our website at https://www.kellanova.com.
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SOURCE Kellanova