MindShare has retained Kellogg’s media buying in another six
European countries in its ongoing battle for the business with
The WPP media specialist is also dispatching its UK commercial director,
Bill Kinlay, to oversee operations in another big market for the cereal
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.