Kellogg Realigns Global Brands

Burnett Loses Corn Flakes, Special K to JWT; Picks Up 3 Others
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 got global creative responsibilities for NutriGrain bars, Frosted Flakes and Froot Loops; JWT gained worldwide creative duties for Special K and Corn Flakes, said client representative Karen Kafer. She declined to say how much Kellogg will spend on the brands globally in 2000.
The five brands were designated “global brands” by the Battle Creek, Mich., company because of their fame and sales might, Kafer said. “We see this as a natural evolution of our business and as consistent with our global strategy,” she said, adding the alignment would “promote the transfer of ideas” on those brands worldwide. Agency officials declined to comment on the moves.
Burnett had previously handled U.S. creative on all five brands.
Global duties on the brands were split among various agencies overseas. The alignment was based on which agency handled the bulk of the brands worldwide, Kafer said.
Kellogg had spent about $20 million on domestic ads for its Special K and Special K Plus brands last year, but less than $1 million on Corn Flakes, according to Competitive Media Reporting. The client spent nearly $675 million advertising all its brands globally last year, a representative confirmed. Neither shop presented creative ideas before the realignment, Kafer said.
Kellogg’s global media buying remains split between Starcom Worldwide and MindShare.