CHICAGO: Edelman has renamed The K Group Public Relations Company, the conflict shop created for its recently won Kellogg client, as Krispr.
Last month, Kellogg appointed Edelman's K Group its agency partner to run PR efforts for US brands. The agency developed the exclusive firm to avoid potential client conflicts, particularly with its PepsiCo Quaker brand accounts.
Kathy Krenger, EVP at Edelman, will lead Krispr. She served as Kellogg's director of marketing from 1997 to 1998.
Kellogg initially hired Weber Shandwick and sister agency Current Lifestyle Marketing in October, but the firms had to resign their roles due to possible conflicts within the Interpublic Group holding company.