Kellogg Realigns Global Brands

Shifts Burnett, JWT Duties in Quest for Worldwide Clarity
CHICAGO–Leo Burnett has lost U.S. ad duties for Special K and Corn Flakes to J. Walter Thompson, but gained global responsibilities for three other products in the Kellogg Co.’s first global alignment of brands.
Burnett will pick up global creative responsibilities for Frosted Flakes, Froot Loops and NutriGrain bars, while JWT gained worldwide creative duties for Corn Flakes and Special K, said company representative Karen Kafer.
The five brands were designated “global brands” by the Battle Creek, Mich., company because of their worldwide name recognition and sales might, Kafer said.
“We see this as a natural evolution of our business and as consistent with our global strategy,” She said. Kafer added that the alignment would “promote the transfer of ideas” on those brands worldwide.
Agency officials declined to comment on the moves.
Burnett previously handled U.S. creative on all five brands. Global duties on the brands were split among various agencies by market. The alignment was based on which agency handled the bulk of the brands worldwide, Kafer said.
Kellogg spent roughly $20 million on domestic advertising for its Special K and Special K Plus brands last year, but less than $1 million on Corn Flakes, according to Competitive Media Reporting. Global spending on the five accounts was not available, but the company spent nearly $675 million advertising all its brands globally, a representative confirmed.
Neither agency presented creative ideas prior to the realignment, Kafer said.
Burnett recently completed a campaign for Corn Flakes that used an animatronic rooster selecting only the best corn for the cereal. Special K work moved away earlier this year from a well-received campaign discouraging women from equating their self-worth with their body image to an ap-proach featuring Cindy Crawford touting the cereal as a diet food.
Kafer said neither campaign played a part in the realignment. “There was no reflection on an agency’s work on any brand in particular,” she said.
Kellogg’s global media buying remains split between Starcom Worldwide and MindShare. K