Weber Shandwick | Agency Profile, Contacts, AOR, Client Relationships
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Weber Shandwick Contacts
|Susan H.||Chief Collaboration Officer||IL|
Sample of Related Brands
|Jerry G.||Executive Vice President, Consumer||IL|
|Jeff I.||Senior Vice President & Creative Director||IL|
|Madeleine S.||Vice President, Health Care||IL|
|Molly R.||Executive Vice President, Human Resources||IL|
Momvertising TV Opps: Kellogg names global CMO amid spend increases (Score 94)
Kellogg made a high-level internal promotion this January; Sergio Fuster, previously the global category strategy and global brands SVP, now serves as global CMO. And according to Kellogg's Q4 2019 earnings call, which was released last month, 2020 will be a year of "opportunistic investments against really interesting categories that [it's] competing in." We should see marketing spend increase as a result.
According to the call, Kellogg will increase investments for particular brands such as Impossible Foods, both fighting for the attention of BFY millennials and world-saving Gen Z. MorningStar pledged to become fully vegan by 2021, according to a press release.
Unlike other segments, the all-family brand business hasn't been able to get its head above water, according to the call; Mini-Wheats are struggling, but rather than advertising more, Kellogg focused on its production shifts in 2019. The company plans to return to advertising this segment in 2020. It also will continue advertising RX "to get that brand back to its momentum" after a recall in 2019.
|Digital Display||National TV|
|Brand||March 2018 - 2019||March 2019 - 2020||Purchase Channel||Top Ad Destinations||FY 2018||FY 2019||Jan 1 - March 03, 2020||Top Shows|
|Kellogg's Special K||$0||$7,800,000||YouTube ($7,800,000)||youtube.com||$39,578,445||$45,073,459||$10,579,869||Click|
|Kellogg's Frosted Mini Wheats||$4,335||$465||YouTube ($446)||youtube.com||$21,589,549||$7,976,354||$3,125,280||Click|
|Eggo Waffles||$177,100||$83,600||Amazon Advertising ($34,000)||imdb.com, ultimateclassicrock.com, livestrong.com, seriouseats.com & epicurious.com||$24,705,190||$23,643,916||$4,335,629||Click|
|Kellogg's Raisin Bran||x||x||x||x||$25,177,661||$26,957,621||$5,359,863||Click|
|Rice Krispies||$354,507||$293||Google Search Partners ($231)||lovetoknow.com||$7,322,531||$0||$0||Click|
|Morningstar Farms||$37,302||$298||Direct Buy ($298)||spanishdict.com||$0||$10,332,574||$4,898,711||Click|
|Pringles||$1,323,000||$667,000||Direct Buy ($474,400)||cc.com, tvland.com, mtv.com, vh1.com & cmt.com||$21,071,815||$37,676,224||$10,019,261||Click|
Sellers -- Offer TV space targeting Gen X moms, digital display space targeting children, millennials and Gen Z, print ad space (mostly magazines), radio and OOH space. The target demographic includes Spanish-speaking audiences. Global CMO Fuster should continue increasing spend this year. Kellogg tends to increase spend in Q1 and Q4 for many of its brands. It may choose to release another Super Bowl commercial next year for Pop-Tarts.
Agency Readers -- Under global CMO Fuster's leadership, agencies could face reviews. Current AORs include PR AOR Grey Group. Other agencies have worked with this company on a project basis, so maybe you can, too.