Kellogg Needs Shops To Think Big For Cereal

Kellogg wants strategic category thinking, as opposed to creative ideas for individual brands, from the six agencies it is talking to as part of its plan to “evaluate its U.S. marketing programs,” sources said.
For the shops–Ammirati Puris Lintas, BBDO, Grey Advertising, Lowe & Partners/SMS and Young & Rubicam, all in New York, The Martin Agency in Richmond, Va., plus incumbents Burnett, JWT and minority shop Burrell Communications here–the process opens the door to an ad budget of about $335 million.