Carat has been reappointed as Kellanova’s European agency of choice for media, digital, and data strategy, planning, and buying following a competitive review.
The decision underscores the strength of the agency’s long-term partnership with Kellanova, and their shared vision for digital transformation through media. The retention follows a three-month review and will build on Kellanova and Carat’s existing 16-year relationship.
Together, they will step change transformation across Kellanova’s European business, enhancing connected experiences for iconic brands, including Pringles, Special K, and Cheez-It across 28 European territories, including the UK, Italy, France, Spain, Germany, and Poland.
Kellanova also works with dentsu CX agency Merkle, whom they appointed in 2023, to transform the way the cereal and snack producer creates digital customer experiences across Europe.
Paul Humphries, chief marketing officer, Kellanova Europe, said: “We were looking for a partner to help us continue pursuing our marketing transformation agenda, and throughout the pitch process, Carat built confidence that they could significantly enhance our capability in building connected experiences that deliver behaviour change. What they showcased across people, data, and tech was impressive. We’re looking forward to continuing our partnership with the team.”
Angela Tangas, CEO, dentsu UK & Ireland, added: “We are absolutely delighted that we have the opportunity to co-create this next phase of transformational growth together, with a shared ambition for success in what is a strategically important time for the Kellanova business. We at dentsu are fortunate to work with Kellanova across our media and CX practices, and this win only reinforces the benefit of an integrated ‘One dentsu’ approach.”
Manchester HQ’d Kellanova was recently the target of a $36bn takeover offer from fellow snacking giant Mars, which is expected to go ahead subject to regulatory approval.
