Quaker Oats PR account moves from Edelman to Zeno Group

PepsiCo's Quaker Oats brand has shifted its PR business from Edelman to sister agency Zeno Group.

CHICAGO: PepsiCo’s Quaker Oats brand has shifted its PR business from Edelman to sister agency Zeno Group.

Quaker’s move to make Zeno its PR AOR took place at the beginning of the year, according to a statement from Candace Mueller-Medina, senior director of communications at Quaker Foods North America.

"We are energized by Zeno’s fresh, innovative approach to keeping Quaker top-of-mind for media, influencers, and consumers," she added. "We are proud of the work we’ve already accomplished together."

Neither the brand nor the agency disclosed further details about why the business moved from Edelman to Zeno.

Zeno declined comment on its work with Quaker.

At the start of 2012, Edelman launched a standalone agency when it won the Kellogg business to avoid potential client conflicts, particularly those with PepsiCo’s Quaker brands. The spinoff agency, which worked exclusively on Kellogg, was first named The K Group Public Relations Company and then Krispr.

Kellogg had hired Weber Shandwick and sister agency Current Lifestyle Marketing three months earlier, but the two firms had to resign the account due to possible conflicts within the Interpublic Group holding company.

Despite the Quaker PR account moving from Edelman to Zeno, Krispr is mostly managing the Kellogg business.

"Krispr continues to be the agency supporting Kellogg," said a Krispr representative. "As appropriate, Krispr taps into resources within Daniel J. Edelman, but Krispr is solely dedicated to the Kellogg account."

Kellogg representatives requested that Krispr respond to any inquiries on this matter.

Edelman parent company DJE Holdings recently launched a food-and-beverage-focused subsidiary named Edible after winning Campari USA brands such as Wild Turkey Bourbon, American Honey, Appleton Estate Rum, and Wray & Nephew Rum.

The agency named Kathy Krenger, who previously ran Krispr, as MD of Edible, citing her experience in the food-and-beverage space. Kevin Sakhrani, previously the leader of Edelman's global relationship with Pfizer, replaced her as Krispr’s leader.

This story was updated on April 14 to correct Sakhrani's previous role. He previously served as global client relationship leader on the Pfizer account at Edelman.

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