Three agencies to fight for Kellogg’s PR account

Three agencies, including 40-year incumbent Hill & Knowlton, are to pitch for a contract to handle the bulk of Kellogg’s PR as the cereal giant bids to become ‘more proactive’ in respect of promoting its health credentials.

‘We want to be a bigger commentator in the whole area of nutrition,’ said European director of corporate comms Chris Wermann.

H&K will continue to handle PA for Kellogg’s but the account up for pitch represents consumer, trade and ‘nutrition’ comms – work that has formed the bulk of H&K’s Kellogg’s business for almost four decades.

H&K’s annual Kellogg’s fees are understood to have oscillated between £700,000 and £1.5m in recent years.

Wermann said it was possible that Kellogg’s would build a roster of agencies with one ‘lead agency’ and others handling projects.

PR programmes will include the promotion of an initiative called ‘The Great Walk of Life’ next year and Kellogg’s link with grassroots football and the Amateur Swimming Association.

Two months ago, Munro & Forster replaced H&K on Kellogg’s annual National Breakfast Week account.

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