JWT nets pounds 156m Kellogg’s media

J.Walter Thompson has seen off competition from Carat on the Kellogg business by setting up a wholly owned subsidiary to handle its pounds 156 million pan-European media buying account.

J.Walter Thompson has seen off competition from Carat on the

Kellogg business by setting up a wholly owned subsidiary to handle its

pounds 156 million pan-European media buying account.



JWT unveiled the concept of Kellogg Europe Media in its final pitch

against Carat five weeks ago. The new company is set to handle Kellogg’s

consolidated European media buying, which was previously held by six

separate companies - Carat in Germany, Switzerland and Austria, Leo

Burnett in Italy and Scandinavia, McConnell’s in Ireland, Business in

France and Media Planning in Spain. JWT handled the account in the UK

and South Africa.



Strategic media planning will continue to be managed at country level by

Kellogg’s two European creative agencies, JWT and Leo Burnett.



A Kellogg’s spokeswoman said: ’Kellogg’s briefed JWT and Carat to

provide a pan-European solution to its media buying.



The company believes JWT will deliver better integration in a

fragmenting media market.’



JWT has set up an independent media resource for two other US-based

clients - Ford and Kodak - who have chosen to hothouse their media

buying operations. As with both these clients, Kellogg Europe Media will

retain independence in the face of the imminent WPP media merger.



Sources close to JWT Europe, said: ’This operation will be like an

island in the JWT/Ogilvy and Mather media merger.’



Kellogg Media Europe is expected to be operational within 90 days. It

will be headed by Ron de Pear, the European executive media director of

JWT, and Tim Drysdale, deputy media director. The board will contain

representatives from both client and agency. A central office will

operate from London to support the group’s work throughout Europe.