Kellanova expands partnership with Interpublic to accelerate global brand growth

Concluding one of the year’s most closely watched reviews, Kellanova (formerly Kellogg Company and maker of Pringles, Cheez-It, Pop-Tarts and more) announced it is expanding its partnership with Interpublic, tapping FCB as its creative and production lead for global priority brands, with MullenLowe supporting the team in certain non-U.S. markets, and The Martin Agency being added to Kellanova’s creative roster.

In addition, Weber Shandwick will continue to oversee U.S. public relations and influencer engagement for priority brands, in a continuation of its award-winning work for this iconic marketer. Interpublic activation agency Momentum will handle shopper marketing and promotions in North America.

Charisse Hughes, Senior Vice President & Chief Growth Officer, Kellanova: “This decision is a strategic step towards driving enhanced creative prowess, strategic consistency, future-fit capabilities in our agency ecosystem. We focused on selecting ambitious agencies offering a digital-first approach, high levels of innovation, diverse resources and skills, operational excellence and the creative firepower needed to supercharge brand growth. We look forward to working more extensively with IPG’s agency teams to drive cultural relevance in all our markets around the world.”

Kellanova initiated an agency review in early 2024. The agency appointments become effective on July 22, 2024.

Julie Bowerman, North America’s Chief Marketing Officer, Kellanova: “We’re thrilled to expand our relationship with IPG which has produced some award-winning work. Our existing partnership with Weber Shandwick resulted in Pop-Tarts winning its first Grand Prix award at this year’s Cannes Lions International Festival of Creativity, as well as Cheez-It being named one of Ad Age’s 20 Hottest Brands in America. As marketers for iconic snack brands, we look forward to working with IPG to drive creative excellence, marketing effectiveness and agility for our brands.”

The announcement comes after an extensive evaluation of Kellanova’s global agency model to accelerate brand portfolio growth and support the company on its journey to be a global snacking powerhouse. The move advances Kellanova’s Differentiate, Drive and Deliver strategy and the growth ambitions the company has for its stable of iconic brands.

www.kellanova.com

www.interpublic.com

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