Kellogg opens agency review; invites six non-roster shops

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Kellogg Co., Battle Creek, Mich., struggling with a long market-share decline, said it has opened an agency review that could result in a new agency joining roster shops Leo Burnett USA, J. Walter Thompson USA and Burrell Communications Group. Kellogg said nine agencies (the three incumbents and six non-roster shops) have been asked to help "evaluate its marketing programs." The six outside agencies invited are Ammirati Puris Lintas, BBDO Worldwide, Grey Advertising, Lowe & Partners/SMS, Martin Agency and Y&R Advertising. Jones-Lundin Associates is managing the review. "To improve our marketing effectiveness in the U.S.," said Kellogg President Carlos M. Gutierrez, "we must strategically align our marketing resources and activities with our growth plan." Kellogg in 1997 spent $403.3 million in measured media advertising.

Copyright September 1998, Crain Communications Inc.

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