Kellanova, previously known as Kellogg Company and the maker of brands like Pringles, Cheez-It, and Pop-Tarts, has announced an expanded partnership with Interpublic Group (IPG). This decision follows a comprehensive evaluation of Kellanova’s global agency model aimed at boosting brand portfolio growth and reinforcing the company’s ambition to become a leading global snacking powerhouse. This move aligns with Kellanova’s Differentiate, Drive and Deliver strategy.
As part of 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 work alongside The Martin Agency and MullenLowe across various Kellanova regions. Publicis and its agencies will continue handling creative tasks for some snack brands and international cereals in Europe, and now in Latin America, as well as managing media for all North American brands and creative for Pop-Tarts.
In the United States, Tombras has been appointed as the lead creative and integrated marketing agency for selected smaller brands, covering shopper marketing, promotions, production, public relations, and influencer engagement. Rethink will continue supporting RXBAR during the transition period. Weber Shandwick will maintain oversight of U.S. public relations and influencer engagement for priority brands, while Momentum will manage shopper marketing and promotions in North America.
Charisse Hughes, Senior Vice President and Chief Growth Officer at Kellanova, stated that the decision is a strategic step towards enhancing creative capabilities, ensuring strategic consistency, and building future-ready agency partnerships. The focus was on selecting agencies that offer a digital-first approach, innovation, diverse skills, operational excellence, and strong creative abilities. Hughes emphasized the anticipation of working closely with IPG’s agency teams to increase cultural relevance across global markets.
Kellanova’s agency review process began in early 2024, with the new agency appointments effective immediately. Work for 2025 will commence in the next month.
Julie Bowerman, Chief Marketing Officer for Kellanova North America, expressed enthusiasm for the expanded relationship with IPG, highlighting previous successful collaborations. Notably, Weber Shandwick’s work contributed to Pop-Tarts winning its first Grand Prix award at the Cannes Lions International Festival of Creativity, and Cheez-It being named one of Ad Age’s 20 Hottest Brands in America. Bowerman looks forward to leveraging IPG’s expertise to drive creative excellence and marketing effectiveness for Kellanova’s brands.