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.