MindShare holds Kellogg's media in six European countries

- 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.

At the same time, the WPP media specialist is despatching its UK commercial director, Bill Kinlay, to oversee operations in another key 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 the Ireland, Scandinavia or the UK, where the business is currently 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 affiliate there, 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 £35 million.

Kinlay, who was 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.

Mandy Pooler heads operations here, recently becoming its chief executive and hiring Simon Rees from Carat as managing director. Kinlay has been MindShare's commercial director since its launch last year, with overall client service responsibility for Guinness, FDAA, Wilkinson Sword, Ladbrokes, Telegraph Newspapers, and Thorn UK.