Kellogg is reviewing its UK media planning and buying account.
The business, which has an annual spend of £59 million, according to Nielsen Media Research, is currently with MindShare, whose hold on Kellogg dates back several decades through the then J. Walter Thompson's media department.
Sources said the UK review is part of a wider process that includes European markets outside the UK and said that agencies will be asked to pitch on a market-by-market basis.
MindShare holds the Kellogg business in the majority of European countries, while Carat handles the account in France and Germany. Starcom is Kellogg's US media planning and buying agency.
David Walker, Kellogg's media director, confirmed a review of the UK business was taking place, but refused to disclose whether MindShare would be asked to repitch.
He denied that the review was linked to MindShare's recent capture of the UK Nestle account, which includes planning and buying for Kellogg's rival, Cereal Partners. Universal McCann is still handling buying for Cereal Partners, but the account is due to move into MindShare by the end of the year.
Walker said: "We're looking for the best service from our media agency suppliers."
It is unclear whether the pitch will be confined to Kellogg roster agencies, Carat, MindShare and Starcom. One source said this was the most likely option.
The pan-European Kellogg account moved into MindShare when the network was created. It had previously been consolidated into JWT following a pan-European pitch against Carat in 1997. Carat has since won business from MindShare in local market pitches.
The review comes as Kellogg faces challenges to its products from low-carb diets and changing eating habits.
MindShare's sister agency JWT and Publicis' Leo Burnett share creative duties on the Kellogg business.