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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.
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