Kellogg adds Martin Agency as 4th roster ad shop

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Kellogg Co., Battle Creek, Mich., named the Martin Agency, Richmond, Va., as the fourth ad agency in its network. Today's announcement follows a review that also included in the finals Ammirati Puris Lintas, New York. Kellogg, which spends $400 million annually on advertising, didn't say whether Martin would pick up billings from its core agencies--J. Walter Thompson USA, New York; and Leo Burnett USA and Burrell Communications Group, both Chicago. But it's believed none of the agencies lost billings to Martin and that Martin will handle an undisclosed new-product assignment. In the sparsely worded announcement, Kellogg President Carlos Gutierrez said: "The move is intended to strengthen our capability in bringing greater innovation to our marketing programs . . . We are very pleased in what we see in the Martin Agency. Adding this agency to our team of advertising agencies is an important step toward greater marketing effectiveness."

Copyright November 1998, Crain Communications Inc.

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