The announcement follows an six month, in-house review from Kelloggs' media and procurement teams and will see the two agencies handle all cereal and snack brands, including Pringles, across 31 markets in EMEA.
It marks a continuation of Kelloggs' longstanding relationship with Carat who first came on board in 2008 before iProspect was appointed to drive digital performance for all brands. The decision reflects the agencies' positioning in the top RECMA’s global report as number one media agency and number one search and activation agency, respectively.
Chris Nolan, media and digital director for Kellogg's EMEA, said: “We are very excited to continue working with Carat and iProspect. During the very detailed and thorough pitch process they reinforced the strong foundation of buying and planning already in place across the region. Importantly for us they also showed a commitment to drive media forward with a vision and a plan for how we will develop across the next three years”
Tracy De Groose, chief executive of Dentsu Aegis Network UK & Ireland, added: “Kellogg's is such an iconic brand and we’re incredibly proud of our partnership over the past eight years. Being selected, once again, is testament to the diverse capabilities within our network, and our ability to evolve our approach to reflect Kelloggs' needs and growth ambitions.”