KELLOGG ALIGNS BRANDS, SWITCHES ASSIGNMENTS
By Adnews Staff
Kellogg Co. of Battle Creek, Michigan has switched advertising assignments for several of its cereal brands, according to reports in the National Post and AdWeekOnline. The moves see Leo Burnett losing the U.S. ad assignments for Kellogg's Special K and Corn Flakes brands to J. Walter Thompson. JWT now has worldwide creative responsibility for these two cereals. On the other hand, Leo Burnett picks up global creative responsibilities for three other Kellogg's brands: NutriGrain bars, Frosted Flakes and Froot Loops. In the AdWeek report, Kellogg said the five brands were designated "global brands" because of fame and sales, and that the assignment moves are part of the company's first global alignment of brands. On Monday a National Post article reported that Leo Burnett had lost the Corn Flakes and Special K assignments to JWT as part of the global realignment and picked up the Corn Pops brand in return. Company officials could not be reached for a definitive answer as of press time.