Leo Burnett wins after Kellogg review

LONDON - Kellogg has moved the majority of its global advertising business out of JWT and into Leo Burnett.

The consolidation, which follows an internal review of Kellogg's advertising arrangements, means that Leo Burnett will now be responsible for all the brand's advertising in Europe, North America, and Latin America.

However, JWT will still retain its role as the incumbent on Kellogg's Asia-Pacific business.

Leo Burnett is understood to have gained between £300-£400 million in additional billings as a result of the move.

Kellogg's decision to consolidate its advertising arrangements is understood to have been driven by the brand's desire to develop greater international consistency on its global brands by centralising its agency relationship out of the US.

Before the move, JWT had worked on the Kellogg account across 21 markets, including the UK, France and Spain.

The agency had been the incumbent on a number of brands for 71 years.

In the UK, it produced ads such as "dawn of man" for Corn Flakes and "Crunchy nutter" for Crunchy Nut.

The agency was also responsible for leading the strategy and communications on Optivita and Special K, Kellogg's biggest-selling global brand.

Leo Burnett has worked on Kellogg's US account since 2001, after picking up the business out of JWT without a pitch.

Leo Burnett worked on Kellogg in 32 countries before the reshuffle, having first been appointed to work on the brand in 1949.

In the UK, the agency previously held around £27 million of business, working on brands including All Bran, Bran Flakes, Coco Pops, Nutri-Grain and Rice Krispies.

- Perspective, p21.