MindShare sees off Carat after Kellogg Euro media review

MindShare has retained Kellogg’s media buying in another six European countries in its ongoing battle for the business with Carat.

MindShare has retained Kellogg’s media buying in another six

European countries in its ongoing battle for the business with

Carat.



The WPP media specialist is also dispatching its UK commercial director,

Bill Kinlay, to oversee operations in another big market for the cereal

giant, Ireland.



The latest win means MindShare has confirmed its hold on France,

Belgium, the Netherlands, Spain, Portugal and Italy following pitches

against Carat, which picked up the media buying for Kellogg’s in four

other areas - Germany, Austria, Switzerland and Eastern Europe - late

last year. Reviews have not been held in Ireland, Scandinavia or the UK,

where the business is with MindShare.



Kinlay’s move to his native Ireland coincides with the latest stage in

the roll-out of MindShare across Europe. This involves the merger of the

media operations of Ogilvy & Mather and J. Walter Thompson’s Dublin

affiliate, DDFH&B. MindShare Ireland will become the country’s biggest

media company on its formal debut sometime this quarter, with claimed

billings of more than pounds 35 million.



Kinlay, formerly the media director of O&M’s the Network, was first

rumoured to be returning home nearly three years ago. Since then, WPP

has begun merging the media operations of O&M and JWT around the world

into MindShare, beginning with London.



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