Kellogg Co. is looking outside its massive Publicis Groupe relationship for its latest global digital assignment. The marketer has awarded global digital strategy for its corporate websites to WPP shop VML after a pitch. Publicis holds the lion share of Kellogg's advertising business and the two largest digital agencies Razorfish and Digitas.
"We were looking for a partner who could help us further our concerted efforts in the digital space, and VML has a proven track record for implementing global digital strategies for industry-leading brands," said Larry Bruck, senior VP-global media and marketing operations at the Kellogg Co. "Our two organizations are perfectly matched to continue driving Kellogg forward in the digital space."
Kellogg works with Publicis agencies Leo Burnett for creative, Arc Worldwide for digital marketing and Starcom USA for media across a number of brands in its morning foods, snack and frozen divisions.
In Europe, Kellogg appointed Aegis shop Glue Isobar to handle digital advertising for all its brands late last year. WPP's JWT also handles some cereal work in global markets, according to Ad Age DataCenter.
Kellogg spent more than $850 million in U.S. advertising with $51 million toward online display, according to DataCenter.
VML will redesign Kelloggs.com and KelloggCompany.com sites.