Post Foods Brings in New Public Relations Support

Hires Former Agency Hunter PR

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Cereal maker Post Foods has hired Hunter PR in the wake of the food company's spin-off from former parent Ralcorp.

Post Exec VP-Marketing James Holbrook told Ad Age the cereal marketer chose Hunter in part because of the shop's history with Post brands. The firm worked with the brands from 1999 to 2004, when Kraft owned the business, and then resigned the account in early 2005 to take on Kellogg's. But Kellogg's is no longer in the picture as it recently consolidated its PR business, which was previously handled by a number of firms, at Edelman.

"They were very successful on the business in the past," said Mr. Holbrook. "They are a good, independent, aggressive shop." He said the agency has not cut ties with incumbent Marina Maher Communications but did not elaborate on what the shop would be doing moving forward. "We have a roster," he said. "And we tee up the work to all of them and get the best thinking we can, and everybody works together. Delineation happens down at the execution phase."

It's understood that there was no formal review in the appointment of Hunter to Post's PR account. Both firms declined to comment.

In February, Post Foods established its independence from Ralcorp, which had acquired it from Kraft four years ago. With its newfound independence, the company has said it plans on putting more emphasis on PR as part of its communications strategy.

Post also recently expanded its agency roster to include independent Upshot, Chicago, for its biggest brand, Honey Bunches of Oats.

Independent shop Womenkind, New York, is taking on Great Grains, Post's third-largest cereal. And BurnsGroup, New York, which held all Post brands under Ralcorp, will keep Pebbles, Ad Age had reported. Publicis' MediaVest continues to handle media-planning and -buying across the Post portfolio.

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