PRWeek understands that a number of global networks and smaller agencies, including ones not currently working with Kellogg's, have been approached by the US-headquartered company.
The breakfast cereals and snacks giant's director of external comms and brand PR for Europe, Gráinne O'Brien, said: "It is Kellogg’s practice to regularly review all agency relationships and to hold a competitive pitch when committing to a retained agency. We are currently overseeing an RFI for the provision of our public relations in the EMEA region."
O'Brien said the company already retains Edelman and Havas across the region, and that both had been invited to pitch to become what she called the firm's "regional partner" in EMEA.
"We are contracted with our current agencies until the end of 2016, this process relates to our business needs in 2017," she said.
Kellogg's also has an ongoing relationship with Taylor Herring in the UK, including work on a campaign amplifying its role as official partner to Team GB, as well as a range of other agencies across EMEA.
It is not clear what impact the search for an EMEA-wide partner will have on agencies working with Kellogg's at an individual market level.
Kellogg's made global sales of $13.5bn in the year to 2 January 2016, with 63 per cent of that generated within the US - and also works with MWWPR in the US, but not in the UK.