Marriner Tops Incumbents in Kellogg's B-to-B Win

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Kellogg’s Food Away From Home division has named Marriner Marketing Communications its lead advertising agency.

The Columbia, Md., shop defeated Chicago’s Leo Burnett, Noble & Associates in Springfield, Mo., and an undisclosed Midwest contender to capture the estimated $5-10 million account.

The business-to-business win en-compasses the combined Kellogg’s and Keebler food-service segment (cereals, crackers and snacks), whose customers are restaurants, schools, colleges and convenience stores.

Prior to the consolidation that triggered the review, incumbents Burnett and Noble had handled Kellogg’s and Keebler, respectively.

“The challenge was, ‘How do you take multiple products and make them relevant to the buyer or...

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