Today, Kellanova announced the expansion of its partnership with Interpublic Group (IPG). This decision follows a comprehensive evaluation of Kellanova’s global agency model, aimed at accelerating brand portfolio growth and supporting the company’s journey to becoming a global snacking powerhouse. The move aligns with Kellanova’s Differentiate, Drive, and Deliver strategy, reinforcing the company’s growth ambitions for its iconic brands.
For global and priority brands, including Pringles, IPG’s FCB will lead global creative duties and production, collaborating with The Martin Agency and MullenLowe across all Kellanova regions. Publicis and its agencies will continue leading creative efforts for select snack brands and international cereal in Europe and now Latin America, in addition to managing media for all North American brands and creative for Pop-Tarts.
In the U.S., for selected smaller brands, Kellanova is appointing Tombras as its lead creative and integrated marketing agency, responsible for shopper marketing and promotions, production, public relations, and influencer engagement. During this transition, Rethink will continue supporting RXBAR. Weber Shandwick will maintain oversight of U.S. public relations and influencer engagement for priority brands, while Momentum will handle shopper marketing and promotions in North America.
“This decision is a strategic step towards enhancing our creative prowess, strategic consistency, and future-fit capabilities within our agency ecosystem,” said Charisse Hughes, Senior Vice President & Chief Growth Officer of Kellanova. “We focused on selecting ambitious agencies that offer 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 worldwide.”
Kellanova initiated an agency review in early 2024, with the new agency appointments effective today and work for 2025 set to begin next month.
Julie Bowerman, Kellanova North America’s Chief Marketing Officer, added, “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, and Cheez-It being named one of Ad Age’s 20 Hottest Brands in America. As marketers of iconic snack brands, we look forward to working with IPG to drive creative excellence, marketing effectiveness, and agility for our brands.”
