A year after Leo Burnett was taken off the Special K cereal account, with the business going to WPP’s JWT, it has earned back the business.
Kellogg’s renamed Leo Burnett Chicago to work on its Special K advertising after being off it for the last year. The cereal brand had struggled and Kellogg’s looked for a new direction. The return of the business to Leo Burnett means that the agency again has a majority of the Kellogg’s business. It has been the company’s lead agency for over 65 years, having first earned it in 1950.
Burnett lost McDonald’s last year, so to win back Special K, along with the creative account for Jim Beam earlier, and MillerCoors brands by Leo Burnett’s shopper market agency, Arc, counts as another win.
The company recently named Andrew Swinand as CEO for North America and announced it also acquired two digital agencies from Swinand’s Abundant Venture Partners Network: The Abundancy and Ardent.
Leo Burnett wins the Special K business in time to help improves sales of products that aren’t the flagship cereal, including crackers and snack bars.