Kellanova has announced an expansion of its partnership with Interpublic Group (IPG) following a comprehensive review of its global agency model.
This move is aimed at accelerating growth across its brand portfolio and supporting Kellanova’s ambition to become a global snacking powerhouse.
The decision aligns with Kellanova’s “Differentiate, Drive and Deliver” strategy and is expected to fuel growth for the company’s iconic brands. Under this new arrangement, IPG’s FCB will take the lead on global creative duties and production for Kellanova’s global and priority brands, including Pringles. FCB will collaborate with The Martin Agency and MullenLowe across all of Kellanova’s regions.
Meanwhile, Publicis and its agencies will continue to handle creative work for certain snack brands and international cereal in Europe, with their responsibilities now extending to Latin America. They will also manage media for all North American brands and creative for Pop Tarts.
Charisse Hughes, Senior Vice President & Chief Growth Officer at Kellanova, explained that this strategic decision aims to enhance creative excellence, maintain strategic consistency, and incorporate future-ready capabilities into their agency ecosystem. The selection process focused on agencies offering a digital-first approach, high levels of innovation, diverse resources and skills, operational excellence, and the creative power necessary to drive brand growth.
Hughes expressed enthusiasm about working more extensively with IPG’s agency teams to boost cultural relevance across all of Kellanova’s global markets. This partnership restructuring represents a significant step in Kellanova’s efforts to strengthen its position in the global snacking market and drive growth across its brand portfolio.
Find out more at: https://www.kellanova.com