Kellogg reviews $28m Australian media business

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SYDNEY -- Kellogg Australia is reviewing its $28 million media account, though recently appointed marketing director Sandy Kolkey says it is part of a standard periodic process and does not reflect on the performance of incumbent J Walter Thompson Sydney.

Kellogg has been suffering a loss of market share in the $560 million breakfast cereal category since reducing its media spend in Australia during the past two years. According to the annual AIM Data list of top advertisers, Kellogg has fallen from ninth place to 17th in the past year.

At the same time, rivals Sanitarium Health Foods and Goodman Fielder Ltd have both invested heavily in new products and advertising, further chipping away at Kellogg's market share.

Sydney agencies invited to pitch for the business, apart from JWT, include Leo Burnett Connaghan & May, which is Kellogg's creative and planning agency, and Publicis affiliate, Optimedia.

Copyright December 1997, Crain Communications Inc.

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