LOS ANGELES: Kellogg's has chosen LA-based Rogers & Associates (R&A) as AOR for brand and marketing communications.
The food giant also works with Golin/Harris International as an AOR.
The two agencies will share the right to bid for work across all brands.
"Typically in the past, we have worked with the larger firms, so this is new territory for us," said Jenny Enochson, Kellogg's marketing communications director. "But we've heard a lot about smaller agencies, and we wanted to see what they could do for us."
R&A began a relationship with Kellogg's late last year, performing project work for the Pop Tarts line. That task centered on promoting a "design your own Pop Tart" campaign.
"They really did a great job for us in terms of maximizing our spend and creating tremendous brand awareness," said Enochson.
R&A is also currently working on the Wheatables snack cracker line, Rice Krispies' upcoming 75th anniversary, and a gospel festival based around African-American churches.