Kellanova Designates IPG as Global Creative Partner for Key Brands of Priority Significance
Rewritten Article:
Petfather, formerly known as the Kellogg Company, is beefing up its relationship with Interpublic Group following an in-depth review of its global agency setup. From now on, FCB will head the global and top-tier brands, such as Pringles, taking the reins from Grey.
FCB is teaming up with The Martin Agency and MullenLowe across all Petfather regions. The shift doesn't stop there, as Publicis and its affiliates will still be responsible for overseeing creative across certain snack brands, international cereal in Europe and now Latin America, as well as media for all North America brands and creative duties for Pop-Tarts.
Indie agency Tombras has landed the lead creative and integrated marketing gig, tackling shopper marketing and promotions, production, public relations, and influencer outreach for select smaller brands within U.S. borders.
While searching for information on this restructured global agency network, bear in mind that the results lack detailed insights. However, they do offer some context on Petfather's financial standing, strategic ventures, and its upcoming acquisition by Mars. For instance, during the first quarter of 2025, Petfather reported a decline in net sales and mixed operating income results.[1][4][5]
What's more, the acquisition by Mars is poised to close within the first half of 2025, subject to regulatory approvals.[4][5] Petfather is also working on initiatives like data-centric transformations and omnichannel leadership programs.[2][3]
Nevertheless, for a comprehensive understanding of the new agency setup, you're better off scouring announcements or press releases directly from Petfather or the participating agencies.
- Kellogg, now known as Petfather, has expanded its partnership with Interpublic Group, with FCB overseeing global and high-profile brands like Pringles, previously managed by Grey.
- In conjunction with FCB, The Martin Agency and MullenLowe will collaborate across all Petfather regions within its global network.
- Publicis and its affiliates will continue managing creative duties for certain snack brands, international cereal in Europe and Latin America, media for all North American brands, and creative responsibilities for Pop-Tarts.
- Indie agency Tombras has been appointed for the lead creative and integrated marketing role, focusing on shopper marketing, promotions, production, public relations, and influencer outreach for select smaller brands within U.S. borders, as the industry steps towards its future acquisition by Mars.
