WESTERN INITIATIVE MEDIA JOINS GINGKO GROUP FOR BREAKFAST
By Adnews Staff
Following Kellogg Canada's announcement of its new promotion agency-of-record, The Gingko Group of Toronto, Kellogg's has announced its new media agency-of-record, Western Initiative Media also of Toronto. The appointment includes all of Kellogg Canada's media planning, buying and research responsibilities for all of Kellogg Canada's brands. The account was awarded to Western Initiative Media following a competition that included the incumbent Leo Burnett, The Media Company, Mindshare, a division of J. Walter Thompson and The Media Edge, a division of Young and Rubicam. Leo Burnett will continue as main creative agency for Kellogg Canada Inc. Western Initiative Media includes both Western International Media and Initiative Media, both of which are owned by the Interpublic Group of Companies. A new unit will be created to handle the Kellogg assignment and will be headed up by chairman Hugh Dow, president of Initiative Media. Transition will take place over the next few weeks for the new media AOR, which will take effect for the media buying year 2000.