Carat Joins Kellogg’s Media Review

NEW YORK Kellogg has added Aegis Group’s Carat to the list of agencies competing in its $500 million U.S. media buying review, sources said.

The client confirmed the review in October, and sources said in early November that the review would be a shootout between Publicis Groupe’s Starcom, the U.S. buying incumbent, and WPP Group’s MindShare, which successfully defended its $100 million U.K. Kellogg buying assignment in September.

Carat and Starcom had vied for the U.K. business, and Carat handles buying chores for Kellogg in Germany and France.

Last month, sources said the client told other would-be participants that the review would be limited to Starcom and MindShare, although a company representative indicated at the time that Kellogg reserved the right to add others later.

Sources said presentations are set for mid-December, with a decision possibly coming before year’s end or in early January.

Neither Carat nor client reps immediately returned calls for comment.