According to Kellogg spokeswoman Kris Charles, Ms. Lazar will "lead development and execution of our company-wide media strategy." She will report to Larry Bruck, senior VP-global media and marketing operations. Ms. Lazar reports to work next Monday.
Ms. Lazar's arrival coincides with a shakeup in Kellogg's agency roster. The company shifted the balance of its creative business in Europe and Latin America to Leo Burnett Worldwide earlier this week. Kellogg executives have said that the company would be looking for ways to drive advertising efficiencies throughout 2009, but have promised that spending would not decrease as a result.
Last week the company reported stellar earnings, beating analyst expectations and crediting some of the gains with a 17% increase in advertising spend during the quarter. Kellogg expects another double-digit increase in spending during the fourth quarter.
"It's a great opportunity for a superb media expert and she'll be sorely missed," said GM spokesman Chris Preuss. "She got a super offer from Kellogg that's a big step, especially being global in stature for Kellogg. It's great recognition for a great professional."