Yesterday, it was announced that Kellogg’s realigned their advertising work in Europe and Latin America, handing the assignments to Leo Burnett. The client had been with JWT for 71 years, but apparently wanted “to drive greater international consistency on their global brands” according to a memo sent to JWT staff. Speaking for the agency, CEO Bob Jeffrey emailed staff yesterday to explain what “JWT” feels about the situation. Short form: “JWT” doesn’t feel good, one bit. Who wouldn’t, after 71 years?
“Kellogg’s have restructured their own marketing function to drive a greater degree of control from the center and felt a similar structure was necessary on the agency side,” wrote Jeffrey, calling the news “disheartening”. “While we understand the ambition, we are not happy and strongly disagree with their decision to move away from the agency…”
His letter went on to note the success of the Special K brand under JWT’s watch, mentioned that “Kellogg’s stressed that this has nothing to do with the performance of our teams, who have worked with great passion and success on the business.”
Though the agency still controls the Asia Pacific business, it is not clear whether that will move as well. Today and tomorrow, the agency’s top brass will discuss the implications of the loss.
“We would like to thank everyone who has worked tirelessly on Kellogg’s over the years,” Jeffrey concluded. “You’ve done an amazing job. This loss clearly is not about lack of performance, talent or passion.”