Barkley Secures Victory in 2020, Acquiring Four Post Breakfast Cereal Brands
In a significant move, independent advertising agency Barkley based in Kansas City has been appointed as the agency of record for Post cereal brands. This appointment comes approximately a month after Barkley was appointed for Motel 6, marking a series of recent wins for the agency.
The Post cereal brands, which include Great Grains, Honey Bunches of Oats, Honeycomb, and the Pebbles family of brands (Cocoa Pebbles, Fruity Pebbles, and Marshmallow Fruity Pebbles), are now part of a larger family of brands that Barkley will be responsible for marketing.
The appointment follows a creative and strategic review process overseen by search consultancy Pile+Company. The review was a competitive process involving multiple agencies, and Pile+Company confirmed its involvement but declined to comment further.
The review process was a significant step in the CPG giant's marketing strategy as it sought to consolidate its marketing efforts with a single agency. The creative and strategic leadership for the Post cereal brands was taken over by Barkley, but the specific name and date of the transition are not provided.
Barkley's new role involves managing marketing strategies for the Post cereal brands, including advertising, digital marketing, and brand development. The agency will handle marketing for the newly acquired brands, aiming to strengthen their position in the competitive cereal market.
The review process began in September, and the CPG giant initiated it to find a single agency to handle marketing for the Post cereal brands. This move is expected to streamline the company's marketing efforts and improve the consistency of its brand messaging across its various products.
While Barkley's recent wins include being appointed as the agency of record for both Motel 6 and Post cereal brands, the details of the creative and strategic leadership for Motel 6 are not provided in this report.
The appointment of Barkley as the agency of record for Post cereal brands marks an exciting new chapter for both the agency and the CPG giant. As Barkley embarks on this new project, it will aim to create innovative and effective marketing strategies that resonate with consumers and drive sales for the Post cereal brands.
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