Carat has scooped the consolidated EUR400 million EMEA Kellogg media account from Mindshare after the two agencies went head-to-head on a pitch.
The £75 million UK Kellogg account had been held by WPP's Mindshare in the UK for the past eight years. The Aegis-owned Carat handled the business in France, Germany and Nordic countries.
Greg Economos, the vice-president, marketing and innovation of Kellogg Europe, said: "It was a difficult decision and we believe Carat is offering us a strong platform combining efficiencies, service and effectiveness to support our business strategy and to drive consumer engagement with our brands."
Separately, Carat has retained the consolidated £38 million media planning and buying account for Santander, which includes the Abbey, Bradford & Bingley and Alliance & Leicester brands.
Carat, the incumbent on both the Abbey and A&L accounts, pitched against Universal McCann and Arena BLM for the business.
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