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Kellogg consolidates account at Leo Burnett

Published on .

Kellogg USA consolidated its U.S. account at BCom3 Group's Leo Burnett USA, Chicago, moving an estimated $100 million in billings from J. Walter Thompson Co., New York. The move puts a pantry-full of brands into Burnett's hands, including Kellogg's Corn Flakes, Country Inn Specialties, Crispix, Kellogg's Raisin Bran and Raisin Bran Crunch. JWT last May added the Special K and Corn Flakes brands from Burnett after rolling out Raisin Bran Crunch in April 1999 with edgy creative and the tagline "Breakfast is back." The campaign helped Kellogg draw in younger consumers. But the decision to move the U.S. business to Burnett may have been a result of elfin magic: Kellogg last year acquired Elmhurst-based Keebler Foods Co., for which Burnett is the agency of record. That move helped to solidify Burnett's position as Kellogg looked for ways to cut costs. Per Competitive Media Reporting, Kellogg spent $302.8 million in measured media from January through November 2000.

Copyright February 2001, Crain Communications Inc.

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