Multi-national FMCG giant Kellogg's is set to pitch its $11 million (according to Nielsen Ad Intel June 18-19) media account, AdNews can reveal.
The account, which remains a 'special market' for the global brand, is currently managed by GroupM's agency Mindshare.
It is also understood that the majority holding groups are involved, with Carat, Mindshare and Zenith believed to be the key agencies on the list.
AdNews understands a motivator behind the decision is in part due to the promotion of longtime Kellogg's marketer Tamara Howe earlier this year.
Despite Kellogg's media account being excempt from global agency ties, it's creative account remains part of the current international arrangement with JWT, now Wunderman Thompson.
Earlier this year the brand launched the #perfectbowl campagin with Corn Flakes, and had previously been running the Amazing Creations Campaign.
Locally Kellogg's predominately focuses on its cereal and cereal bars ranges, which includes the likes of multiple well recognised brands including Corn Flakes, Crunchy Nut, Fruit Loops, Rice Bubbles and Coco Pops.
Most of the brands have been reappropriated specifically for the Australian market and are known under various other names in other markets.
Earlier this year, Mindshare Melbourne promoted longtime executive Kerry Field to managing director. Field, had worked closely with Kellogg's, at one point managing the account.
Internationally, Carat manages the company's entire European portfolio. Kellogg's has been contact for comment.
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