Glue Isobar picks up Kellogg pan-European digital ad task

Kellogg has appointed Glue Isobar to handle the pan-European digital advertising for its entire portfolio of brands.

Kellogg…Glue will work closely with Leo Burnett
Kellogg…Glue will work closely with Leo Burnett

The agency won the account after a four-month review that involved a number of leading digital agencies. The process concluded with a shoot-out earlier this month between Glue and CMW.

Glue's appointment comes as Kellogg looks to heavily increase its digital adspend in its key European markets.

The cereal company will now use Glue to handle all forthcoming digital activity, including web build, digital advertising and social media.

Previously, Kellogg worked with digital agencies on a country-by-country basis. In the UK, it used magneticNorth to handle its digital work, but it recently began working with CMW on digital and social media campaigns. In January, it appointed CMW to handle the launch of Krave, a new cereal aimed specifically at the young adult market.

Kellogg first called a pitch for its digital ad account in June. The process was initially started to find an agency to handle work for its Rice Krispies brand, however the review was later extended to cover the entire Kellogg portfolio.

Glue will now work closely with Kellogg's global advertising agency, Leo Burnett, which was awarded the consolidated ad account in November last year.

A Kellogg spokesman said: "With this more aligned structure, Kellogg Europe is confident we have the right digital partnership in place to achieve our business and brand objectives."