Kellogg’s has moved the creative for its two major global brands, Corn Flakes nd Special K out of Leo Burnett and into J Walter Thompson. The move is part of a global realignment by the Battle Creek, Michigan-based cereal giant. In consolation, Burnett gains worldwide creative responsibility for NutriGrain bars, Frosted Flakes and Froot Loops.

US creative on all five brands had previously been in the hands of Leo Burnett, while overseas advertising was scattered among a number of local agencies. Global media buying for all brands stays with Starcom Worldwide and MindShare.

Says Kellogg: "We see this as a natural evolution of our business and as consistent with our global strategy. The alignment will promote the transfer of ideas on those brands worldwide."

News Source: CampaignLive (UK)