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.
MindShare retained the business after a pitch that also included Carat and Starcom.
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."
Work on the account is expected to continue as normal, with JWT remaining the company's creative AOR.
Key competitors for Kellogg's include cereal and snack manufacturers such as Sanitarium, Nestlé and generic supermarket brands.