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.’
