MindShare retains £60m Kellogg

MindShare has retained the £60 million Kellogg UK media planning and buying account, a move that confirms the arch-rivals Kellogg and Cereal Partners will share the same media agency.

The agency will keep the business after a pitch against Starcom and Carat, the two other agencies on the Kellogg global roster.

Starcom handles Kellogg's US planning and buying, while Carat works for the cereal company in France and Germany.

Kellogg called the review in July as part of a wider market-by-market process. However, it is understood that MindShare also needed to reassure Kellogg that it had taken steps to minimise conflict following its capture of the UK Cereal Partners business, which is due to move to the agency as part of a wider Nestle win.

Universal McCann is still handling the media buying for Cereal Partners but the account is expected to move to MindShare by the end of the year.

David Walker, the media director at Kellogg, confirmed it had reappointed MindShare but declined to comment further.

MindShare has held the Kellogg account since the network was created and its relationship dates back decades through the then J. Walter Thompson's media department.

JWT and Publicis Groupe's Leo Burnett share creative responsibilities on the Kellogg business.