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CHICAGO — Kellanova has announced the expansion of their partnership with Interpublic Group (IPG). The move advances Kellanova’s Differentiate, Drive and Deliver strategy and the growth ambitions the company has for its stable of iconic brands.
Creative duties and production for global and priority brands will be led by IPG’s FCB, partnering with The Martin Agency and MullenLowe across all Kellanova regions.
In the U.S. for selected smaller brands, Kellanova is appointing Tombras as its lead creative and integrated marketing agency supporting shopper marketing and promotions, production, public relations, and influencer engagement.
Weber Shandwick will continue to oversee U.S. public relations and influencer engagement for priority brands. Momentum will handle shopper marketing and promotions in North America.
“This decision is a strategic step towards driving enhanced creative prowess, strategic consistency, future-fit capabilities in our agency ecosystem,” said Charisse Hughes, SVP & chief growth officer, Kellanova. “We focused on selecting ambitious agencies offering a digital-first approach, high levels of innovation, diverse resources and skills, operational excellence and the creative firepower needed to supercharge brand growth. We look forward to working more extensively with IPG’s agency teams to drive cultural relevance in all our markets around the world.”
Kellanova initiated an agency review in early 2024. The agency appointments become effective today, with work for 2025 to begin in the next month.
