5 November 2009 - 9:22am | posted by

Kellogg'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.

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