Accounts

Kellanova Names IPG Global Creative Partner on Priority Brands

CPG giant appoints Tombras its U.S. creative agency on select smaller brands

a collage of Kellanova brands like Kelloggs and Cheez-Its — Kellanova has given the bulk of its major brands to IPG agencies.Kellanova

By Kyle O’Brien

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Kellanova, formerly the Kellogg Company, is expanding its partnership with Interpublic Group after an extensive evaluation of the company’s global agency model. FCB will now lead on global and priority brands, including Pringles, taking over from Grey.

FCB will partner with The Martin Agency and MullenLowe across all Kellanova regions. In addition, Publicis and its agencies will continue to lead creative across some snack brands and international cereal in Europe and now Latin America, as well as media for all North America brands and creative for Pop-Tarts.

Independent

Kyle O’Brien

Kyle O’Brien is a staff reporter for Adweek and editor of AgencySpy.

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