A Beacon spokesperson said: "Kellogg's has been working with Leo Burnett
and JWT around the world. Recently, it consolidated the business in a
number of markets with one agency or another in order to improve
operating efficiencies.
"In Japan, Beacon had a small amount of the Kellogg's assignment
compared with JWT, and they have decided to consolidate the assignment
with JWT."
The brands that are moving are Kellogg's kid's range (Corn Frosties, Choco Frosties, Chokowa, Choco Krispies, Variety), which join the adult brands already handled at JWT (Corn Flakes, Genmai Flakes, All-Bran, and Country Morning).
The switch came after a year-long review in which Kellogg's assessed both agencies. According to a source close to the review, "It was a performance review which measured the quality of agency services/products such as strategic planning and creative, consumer response, sales response and overall agency capabilities."
MindShare continues to handle media plannning for the account, with Asatsu-DK as media buying partner.
