Kellogg's owner appoints European media agency

Kellanova, which owns the Kellogg’s, Pringles and Cheez-It brands, has reappointed Carat as its European media agency. 

Mediasense supported the pitch.

Carat and Kellanova have worked together for 16 years. The agency's remit encompasses media planning and buying, data, and digital strategy. 

The scope will cover 28 European markets, including the UK, Italy, France, Spain, and Germany. 

Paul Humphries, chief marketing officer at Kellanova Europe, said the company was “looking forward” to continuing its partnership with Carat. Speaking about the pitch process, he added: “Carat built confidence that they could significantly enhance our capability in building connected experiences that deliver behaviour change.”

Kellanova also works with Dentsu agency Merkle, appointed in 2023, which handles its digital CRM account across Europe.

Angela Tangas, chief executive of Dentsu UK and Ireland, said: “We at Dentsu are fortunate to work with Kellanova across our media and CX practices, and this win only reinforces the benefit of an integrated ‘One Dentsu’ approach.”

In September, Cheez-It launched a £18 million ad campaign (US$23.5 million) to promote the brand's launch in the UK and Ireland.