5 November 2009 - 9:22am | posted by | 18 comments

Kellogg's explains move from JWT to Leo Burnett

Kellogg's explains move from JWT to Leo BurnettKellogg's explains move from JWT to Leo Burnett

Kellogg’s has confirmed that it will no longer work with CheethamBell JWT as a result of moving its account to Leo Burnett.

With CheethamBell admitting that it was ‘still in the dark’ as to its future with the company, Kellogg’s has explained the decision to move the account.

A spokesperson for the company, said: “As Kellogg continues to optimize its marketing model, the company has identified the need to maximize the effectiveness and efficiency of its agency partnerships to enable more scalable thinking, ideation and ad execution, and to enhance brand consistency and strategic alignment across the portfolio.

"As a result, Kellogg will consolidate North American, European and Latin American brand-building support with Leo Burnett. This consolidated approach to brand-building support will be operational by year end for our ready-to-eat cereal, snacks and frozen food businesses.”

The spokesperson added that the company would consolidate its Asia Pacific work to JWT and expand its communications research with TNS and Milward Brown.

 “We’ve enjoyed a long-term, successful partnership with JWT in Europe and Latin America. This decision is not a reflection on the quality of their work, but rather reflects the needs of our business to have greater alignment across our marketing model moving forward.  While changes of this nature are never easy, we believe greater alignment across our marketing model is critical in helping us achieve best-in-class strategy and execution,” they concluded.

Comments

Anonymous (not verified)
5 Nov 2009 - 10:16
Anonymous's picture

"optimize... maximize... effectiveness... efficiency... scalable thinking... ideation... enhance brand consistency... strategic alignment..." Can I now add twaddle?

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Anonymous (not verified)
5 Nov 2009 - 10:21
Anonymous's picture

Goodbye nice 'Mr Kellogg' type ad's...

welcome in more 'They're gonna taste great' american garbage.

A real shame.

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5 Nov 2009 - 10:29
daniel_todd's picture

My thoughts exactly, Anonymous 10.16.

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Anonymous (not verified)
5 Nov 2009 - 10:46
Anonymous's picture

"optimize... maximize... effectiveness... efficiency... scalable thinking... ideation... enhance brand consistency... strategic alignment..."

It's like an edition of Countdown

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5 Nov 2009 - 10:49
graeme_longstaff's picture

ideation. i bet there were high fives all round when they dropped that bad boy in the mix.

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5 Nov 2009 - 10:54
chris_miller's picture

I think you're right, Graeme. There would've been maximized highfiveification.

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Anonymous (not verified)
5 Nov 2009 - 11:42
Anonymous's picture

Couldn't agree more. The focus on the story has been lost due to the cringey language Kellogs used. Anyone have a translator? Do they just mean "We want to do better work and it's time for a change". ? Reminds me of the popular sketches at businessguysonbusinesstrips.com

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5 Nov 2009 - 12:20
Cheggers's picture

It reminds me of a Dreamweaver extension called 'Corporate Mumbo Jumbo' that fills your text box with meaningless but business-like hot air. I'm sure some people are actually hired based on how much of this type of stuff they can spout.

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Anonymous (not verified)
5 Nov 2009 - 12:33
Anonymous's picture

Kelloggs - bunch of cocks.

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Anonymous (not verified)
5 Nov 2009 - 13:33
Anonymous's picture

Shame on Kellogg's debriefing The Drum but not CBJWT!

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Anonymous (not verified)
6 Nov 2009 - 11:11
Anonymous's picture

You lost me at 'whilst'.

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Anonymous (not verified)
6 Nov 2009 - 11:16
Anonymous's picture

Linguistic divide. You're sure right about a linguistic divide.

The thing here is that 'you guys' at those 'big FMCG' behemoths use ever-so-clever big words to plaster over those little whispered words you simply don't want the world to hear, such as 'lost jobs', 'pay freezes' 'redundancies'.

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Anonymous (not verified)
7 Nov 2009 - 08:33
Anonymous's picture

This may be the language used by large corporations, but I have yet to meet anybody who actually knows what any of it means, either agency or client side. If anyone can explain it to me, I'd be eternally grateful.

Can we start with a definition of "ideation" please? That's a completely new one on me.

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Anonymous (not verified)
7 Nov 2009 - 08:36
Anonymous's picture

What's the difference between "scalable thinking" and it's polar opposite, "unscalable thinking"?

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Anonymous (not verified)
7 Nov 2009 - 08:44
Anonymous's picture

“As Kellogg continues to optimize its marketing model, the company has identified the need to maximize the effectiveness and efficiency of its agency partnerships to enable more scalable thinking, ideation and ad execution, and to enhance brand consistency and strategic alignment across the portfolio."

and translated into English...

"As Kellogg's wish to drive down their marketing costs whilst getting more work out of their agencies, we can get a better deal from Leo Burnett. JWT didn't show us enough different ideas at different costs, we didn't like the ideas they did show us and the creative wasn't right either. We wanted it to look like all our other marketing for all our other products, so we've given the whole account to Leo Burnett and saved a few quid in the process."

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Anonymous (not verified)
12 Nov 2009 - 11:01
Anonymous's picture

This is becoming a cereal drama!

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13 Nov 2009 - 17:01
simon_sinclair's picture

Anonymous 09.27 - "does this indeed show a linguistic divide between agencies and clients?"

Yes it does. Which is why clients need agencies to help them communicate with ordinary people."

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Anonymous (not verified)
18 Nov 2009 - 17:31
Anonymous's picture

......Could someone just explain what ideation means!

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