Kellogg puts influencer account under review

The work is being handled by Edelman's Krispr shop.

Photo credit: Getty images
Photo credit: Getty images

BATTLE CREEK, MI: Kellogg has issued a review for its influencer relations work, which is held by DJE Holdings shop Krispr.

A Kellogg spokesperson confirmed via email that it is reviewing the influencer account.

"[Kellogg is] always improving the way we engage consumers with our business and brands. We must remain agile and responsive as consumer behavior and technology evolves," the spokesperson said. "That’s why we regularly review our partner landscape and identify those best suited to deliver the strong consumer experiences that build our brands. Currently, we are holding an agency review for our influencer engagement work."

The Battle Creek, Michigan-based company also confirmed this week that incumbent agency Krispr is "participating in the RFP process."

Kellogg declined to disclose when it issued the RFP, what other agencies are participating, or when the process is expected to be complete.

An Edelman spokesman referred questions about the review to Kellogg.

Edelman created Krispr, initially named the K Group Public Relations Company, to handle Kellogg’s work when it won the account in 2012. The company had previously selected Weber Shandwick and sister agency Current Lifestyle Marketing to lead PR efforts for its U.S. brands in 2011, but the agencies had to resign due to possible conflicts within Interpublic Group.

On Monday, CNBC reported that Kellogg is considering selling its Keebler, Famous Amos and fruit snacks businesses. WZZM-TV, ABC’s affiliate in Grand Rapids, Michigan, reported that Kellogg is laying off 30 employees amid plans to consolidate [its] morning foods, snacks, and frozen foods into one category."

In Q3, Kellogg posted a profit of $396 million, up 19% year-over-year, as well as a 7% jump in sales to $3.5 billion. However, sales in its U.S. snacks and speciality segments fell in the quarter. Kellogg’s brands include cereals Special K, Frosted Mini-Wheats, and Rice Krispies; and snack foods Cheez-It, Pringles, and Keebler.

Edelman, the world’s largest PR agency by revenue, posted 2% revenue growth in 2017 to $893.6 million.

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