Kellanova expands partnership with Interpublic Group

Kellanova (K) announced it is expanding its partnership with Interpublic Group (IPG). 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. As a result of the process: For global and priority brands, including Pringles, IPG’s FCB will lead on global creative duties and production and will partner with The Martin Agency and MullenLowe across all Kellanova regions. Publicis and its agencies will continue to lead creative across some snack brands and international cereal in Europe and now Latin America, as well as media for all North America 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 supporting shopper marketing and promotions, production, public relations, and influencer engagement. As Kellanova transitions, Rethink will continue its current engagement to support RXBAR. Weber Shandwick will continue to oversee U.S. public relations and influencer engagement for priority brands. Momentum will handle shopper marketing and promotions in North America.