New York-based, Cheil-owned digital shop The Barbarian Group let go of some staff this week. A source at TBG tells us that as a result of the Kashi loss, the agency reduced staff from 124 to 118. The Barbarian/Kashi split was instigated by parent company Kellogg’s corporate agency consolidation. In late 2007, TBG relaunched the Kashi.com website. Last February, Kellogg’s predicted that the health-food outfit could grow to a $1 billion brand. We’re told there was minimal effect across a few departments at Barbarian Group.
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