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.,