MindShare extends hold on Kellogg's

<P>Kellogg Company Australia has extended its 30-year relationship with MindShare, handing the agency its communications and planning brief for its Kellogg's brand, with an estimated spend of more than US$30 million, according to Nielsen Media Research. </P> <P>MindShare retained the business after a pitch that also included Carat and Starcom. </P> <P>According to MindShare Australasia chief executive officer Chris Walton, the agency has handled the business in a virtually unbroken three-decade run. "Our 30-year history counts for nothing if Kellogg's doesn't think that what we offer in the future is not better than our competitors," he said. "I believe we demonstrated a superior all-round offering." </P> <P>Work on the account is expected to continue as normal, with JWT remaining the company's creative AOR.<BR>Key competitors for Kellogg's include cereal and snack manufacturers such as Sanitarium, Nestlé and generic supermarket brands. </P>