Kellanova Moves to Accelerate Global Brand Growth, Expanding Partnership with Interpublic Group
Kellanova, formerly Kellogg Company, has announced an expansion of its partnership with Interpublic Group (IPG) to accelerate global brand growth. This decision follows an extensive evaluation of Kellanova's global agency model to support its journey as a global snacking powerhouse. Key changes include:
- FCB (IPG) will lead global creative duties for priority brands like Pringles
- Publicis continues to lead creative for some snack brands and international cereal
- Tombras appointed for selected smaller U.S. brands
- Weber Shandwick continues U.S. PR for priority brands
The move aims to enhance creative prowess, strategic consistency, and future-fit capabilities. Charisse Hughes, SVP & Chief Growth Officer, emphasized selecting agencies with a digital-first approach and creative firepower to supercharge brand growth. The new agency appointments are effective immediately, with work for 2025 beginning next month.
Kellanova, precedentemente conosciuta come Kellogg Company, ha annunciato un'espansione della sua partnership con Interpublic Group (IPG) per accelerare la crescita globale del marchio. Questa decisione è il risultato di una valutazione approfondita del modello agenziale globale di Kellanova, per supportare il suo percorso come potenza globale nel settore dello snack. Le principali novità includono:
- FCB (IPG) guiderà le funzioni creative globali per marchi prioritari come Pringles
- Publicis continuerà a gestire la creatività per alcuni marchi di snack e cereali internazionali
- Tombras nominato per alcuni marchi più piccoli negli Stati Uniti
- Weber Shandwick continuerà a gestire le PR negli Stati Uniti per i marchi prioritari
Questa mossa mira a migliorare la capacità creativa, la coerenza strategica e le capacità di adattamento per il futuro. Charisse Hughes, SVP e Chief Growth Officer, ha sottolineato l'importanza di selezionare agenzie con un approccio digitale e una potenza creativa per potenziare la crescita del marchio. Le nuove nomine agenziali sono immediatamente efficaci, con il lavoro per il 2025 che inizierà il prossimo mese.
Kellanova, anteriormente conocida como Kellogg Company, ha anunciado una expansión de su asociación con Interpublic Group (IPG) para acelerar el crecimiento global de la marca. Esta decisión sigue a una evaluación exhaustiva del modelo de agencia global de Kellanova para respaldar su trayectoria como un gigante mundial de los snacks. Los cambios clave incluyen:
- FCB (IPG) liderará las funciones creativas globales para marcas prioritarias como Pringles
- Publicis continuará liderando la creatividad para algunas marcas de snacks y cereales internacionales
- Tombras designado para algunas marcas más pequeñas en EE. UU.
- Weber Shandwick continuará con las relaciones públicas en EE. UU. para marcas prioritarias
Este movimiento tiene como objetivo mejorar la capacidad creativa, la coherencia estratégica y las competencias preparadas para el futuro. Charisse Hughes, SVP y directora de crecimiento, destacó la importancia de seleccionar agencias con un enfoque digital y un gran potencial creativo para impulsar el crecimiento de la marca. Los nuevos nombramientos de agencias son efectivos de inmediato, con el trabajo para 2025 comenzando el próximo mes.
켈라노바(Kellanova)는 이전에 켈로그 회사(Kellogg Company)로 알려져 있었으며, 글로벌 브랜드 성장을 가속화하기 위해 인터퍼블릭 그룹(IPG)과의 파트너십 확장을 발표했습니다. 이 결정은 글로벌 스낵 강국으로 나아가기 위한 켈라노바의 글로벌 에이전시 모델에 대한 광범위한 평가에 따른 것입니다. 주요 변경 사항은 다음과 같습니다:
- FCB (IPG)가 프링글스와 같은 우선 브랜드의 글로벌 크리에이티브 업무를 이끌 것입니다.
- 퍼블리시스는 일부 스낵 브랜드 및 국제 시리얼의 크리에이티브를 계속 이끌 것입니다.
- 톰브라스는 미국의 일부 소규모 브랜드를 담당하게 됩니다.
- 웨버 샤직은 우선 브랜드에 대한 미국 PR을 계속 진행합니다.
이러한 조치는 창의력 향상, 전략적 일관성 및 미래 적합 능력을 강화하기 위한 것입니다. Charisse Hughes, SVP 및 Chief Growth Officer는 디지털 우선 접근 방식과 브랜드 성장을 가속화할 수 있는 창의적인 강점을 갖춘 에이전시를 선정하는 것이 중요하다고 강조했습니다. 새로운 에이전시 임명은 즉시 효력을 발생하며, 2025년 작업은 다음 달 시작됩니다.
Kellanova, anciennement connu sous le nom de Kellogg Company, a annoncé une expansion de son partenariat avec le groupe Interpublic (IPG) pour accélérer la croissance de la marque à l'échelle mondiale. Cette décision fait suite à une évaluation approfondie du modèle d'agence mondial de Kellanova pour soutenir son parcours en tant que puissance mondiale des collations. Les changements clés incluent :
- FCB (IPG) dirigera les fonctions créatives mondiales pour des marques prioritaires telles que Pringles
- Publicis continuera de diriger la créativité pour certaines marques de collations et de céréales internationales
- Tombras nommé pour certaines petites marques aux États-Unis
- Weber Shandwick poursuivra les relations publiques aux États-Unis pour les marques prioritaires
Cette démarche vise à améliorer la créativité, la cohérence stratégique et les capacités d'adaptation pour l'avenir. Charisse Hughes, SVP et Directrice de la Croissance, a souligné l'importance de sélectionner des agences ayant une approche numérique et un potentiel créatif pour dynamiser la croissance des marques. Les nouvelles nominations d'agences prennent effet immédiatement, avec un travail pour 2025 qui commencera le mois prochain.
Kellanova, früher als Kellogg Company bekannt, hat eine Erweiterung seiner Partnerschaft mit der Interpublic Group (IPG) bekannt gegeben, um das globale Marktwachstum zu beschleunigen. Diese Entscheidung folgt auf eine umfassende Bewertung des globalen Agenturmodells von Kellanova, um seine Reise als globaler Snack-Riese zu unterstützen. Wichtige Änderungen umfassen:
- FCB (IPG) wird die globalen kreativen Aufgaben für Prioritätsmarken wie Pringles leiten
- Publicis wird weiterhin die Kreativität für einige Snackmarken und internationale Cerealien leiten
- Tombras wurde für ausgewählte kleinere US-Marken ernannt
- Weber Shandwick wird die PR in den USA für die Prioritätsmarken fortsetzen
Diese Maßnahme zielt darauf ab, die kreative Fähigkeit, strategische Konsistenz und zukunftsorientierte Möglichkeiten zu verbessern. Charisse Hughes, SVP & Chief Growth Officer, betonte die Auswahl von Agenturen mit einem digitalen Ansatz und kreativen Fähigkeiten, um das Marktwachstum zu beschleunigen. Die neuen Agentur-Ernennungen treten sofort in Kraft, mit der Arbeit für 2025, die nächsten Monat beginnt.
- Expansion of partnership with IPG to accelerate global brand growth
- Strategic move to enhance creative prowess and strategic consistency
- Appointment of specialized agencies for different brand categories and regions
- Focus on digital-first approach and innovation in marketing strategies
- Recent success with Weber Shandwick, including a Grand Prix award at Cannes Lions for Pop-Tarts
- None.
Photo caption: Kellanova names Interpublic Group its global creative partner on priority brands and appoints Tombras its
As a result of the process:
- For global and priority brands, including Pringles, IPG's FCB will lead on global creative duties and production and will partner with The Martin Agency and MullenLowe across all Kellanova regions.
- Publicis and its agencies will continue to lead creative across some snack brands and international cereal in
Europe and nowLatin America , as well as media for allNorth America brands and creative for Pop Tarts. - In the
U.S. for selected smaller brands, Kellanova is appointing Tombras as its lead creative and integrated marketing agency supporting shopper marketing and promotions, production, public relations, and influencer engagement. As Kellanova transitions, Rethink will continue its current engagement to support RXBAR. - Weber Shandwick will continue to oversee
U.S. public relations and influencer engagement for priority brands. - Momentum will handle shopper marketing and promotions in
North America .
"This decision is a strategic step towards driving enhanced creative prowess, strategic consistency, future-fit capabilities in our agency ecosystem," said Charisse Hughes, Senior Vice President & Chief Growth Officer, Kellanova. "We focused on selecting ambitious agencies offering a digital-first approach, high levels of innovation, diverse resources and skills, operational excellence and the creative firepower needed to supercharge brand growth. We look forward to working more extensively with IPG's agency teams to drive cultural relevance in all our markets around the world."
Kellanova initiated an agency review in early 2024. The agency appointments become effective today, with work for 2025 to begin in the next month.
Julie Bowerman, Kellanova North America's Chief Marketing Officer, added, "We're thrilled to expand our relationship with IPG which has produced some award-winning work. Our existing partnership with Weber Shandwick resulted in Pop-Tarts winning its first Grand Prix award at this year's Cannes Lions International Festival of Creativity, as well as Cheez-It being named one of Ad Age's 20 Hottest Brands in America. As marketers for iconic snack brands, we look forward to working with IPG to drive creative excellence, marketing effectiveness and agility for our brands."
About Kellanova
Kellanova (NYSE: K) is a leader in global snacking, international cereal and noodles, and
At Kellanova, our purpose is to create better days and ensure everyone has a seat at the table through our trusted food brands. We are committed to promoting sustainable and equitable food access by tackling the crossroads of hunger, sustainability, wellbeing, and equity, diversity & inclusion. Our goal is to create Better Days for 4 billion people by the end of 2030 (from a 2015 baseline). For more detailed information about our commitments, our approach to achieving these goals, and methodology, please visit our website at https://www.kellanova.com.
View original content to download multimedia:https://www.prnewswire.com/news-releases/kellanova-moves-to-accelerate-global-brand-growth-expanding-partnership-with-interpublic-group-302202750.html
SOURCE Kellanova
FAQ
What changes has Kellanova (K) announced in its agency partnerships?
Why did Kellanova (K) decide to change its agency partnerships in July 2024?
How will the new agency partnerships affect Kellanova's (K) marketing strategy?
When will Kellanova's (K) new agency appointments take effect?
