Kellogg’s drafts FH into its PR army

BATTLE CREEK, MI: Kellogg’s dramatically expanded its use of external PR last week, adding Fleishman-Hillard to a PR army that already includes Porter Novelli and a large in-house department.

BATTLE CREEK, MI: Kellogg’s dramatically expanded its use of external PR last week, adding Fleishman-Hillard to a PR army that already includes Porter Novelli and a large in-house department.

BATTLE CREEK, MI: Kellogg’s dramatically expanded its use of

external PR last week, adding Fleishman-Hillard to a PR army that

already includes Porter Novelli and a large in-house department.



The company, which has been trying to ramp up its marketing efforts in

the face of a stagnant cereal market, will likely spend millions of

dollars on PR next year, according to director of marketing

communications Karen Kafer.



Fleishman’s first tasks will be working with Worthington Foods, a

recently acquired natural foods company, and handling PR for a new

soy-based cereal Kellogg’s is planning to introduce next year. PN, which

has worked for Kellogg’s for nine years, will continue to work on the

company’s nutrition and health professionals practice, as well as on its

new e-commerce division.



When asked why the company felt the need to hire a second multinational

agency, Kafer cited a need for additional support for the e-commerce and

wholesome snack divisions, along with other existing businesses.



While declining to discuss the exact fees involved, Fleishman SVP and

Chicago office GM Robert McEwen said, ’It’s a very significant

commitment.’



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