Kellogg's explains move from JWT to Leo Burnett
Kellogg's explains move from JWT to Leo BurnettKellogg’s has confirmed that it will no longer work with CheethamBell JWT as a result of moving its account to Leo Burnett.
With CheethamBell admitting that it was ‘still in the dark’ as to its future with the company, Kellogg’s has explained the decision to move the account.
A spokesperson for the company, said: “As Kellogg continues to optimize its marketing model, the company has identified the need to maximize the effectiveness and efficiency of its agency partnerships to enable more scalable thinking, ideation and ad execution, and to enhance brand consistency and strategic alignment across the portfolio.
"As a result, Kellogg will consolidate North American, European and Latin American brand-building support with Leo Burnett. This consolidated approach to brand-building support will be operational by year end for our ready-to-eat cereal, snacks and frozen food businesses.”
The spokesperson added that the company would consolidate its Asia Pacific work to JWT and expand its communications research with TNS and Milward Brown.
“We’ve enjoyed a long-term, successful partnership with JWT in Europe and Latin America. This decision is not a reflection on the quality of their work, but rather reflects the needs of our business to have greater alignment across our marketing model moving forward. While changes of this nature are never easy, we believe greater alignment across our marketing model is critical in helping us achieve best-in-class strategy and execution,” they concluded.
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"optimize... maximize... effectiveness... efficiency... scalable thinking... ideation... enhance brand consistency... strategic alignment..."
Can I now add twaddle?
Goodbye nice 'Mr Kellogg' type ad's...
welcome in more 'They're gonna taste great' american garbage.
A real shame.
My thoughts exactly, Anonymous 10.16.
"optimize... maximize... effectiveness... efficiency... scalable thinking... ideation... enhance brand consistency... strategic alignment..."
It's like an edition of Countdown
ideation. i bet there were high fives all round when they dropped that bad boy in the mix.
I think you're right, Graeme. There would've been maximized highfiveification.
Couldn't agree more. The focus on the story has been lost due to the cringey language Kellogs used. Anyone have a translator? Do they just mean "We want to do better work and it's time for a change". ? Reminds me of the popular sketches at businessguysonbusinesstrips.com
It reminds me of a Dreamweaver extension called 'Corporate Mumbo Jumbo' that fills your text box with meaningless but business-like hot air. I'm sure some people are actually hired based on how much of this type of stuff they can spout.
Kelloggs - bunch of cocks.
Shame on Kellogg's debriefing The Drum but not CBJWT!
You lost me at 'whilst'.
Linguistic divide. You're sure right about a linguistic divide.
The thing here is that 'you guys' at those 'big FMCG' behemoths use ever-so-clever big words to plaster over those little whispered words you simply don't want the world to hear, such as 'lost jobs', 'pay freezes' 'redundancies'.
This may be the language used by large corporations, but I have yet to meet anybody who actually knows what any of it means, either agency or client side. If anyone can explain it to me, I'd be eternally grateful.
Can we start with a definition of "ideation" please? That's a completely new one on me.
What's the difference between "scalable thinking" and it's polar opposite, "unscalable thinking"?
“As Kellogg continues to optimize its marketing model, the company has identified the need to maximize the effectiveness and efficiency of its agency partnerships to enable more scalable thinking, ideation and ad execution, and to enhance brand consistency and strategic alignment across the portfolio."
and translated into English...
"As Kellogg's wish to drive down their marketing costs whilst getting more work out of their agencies, we can get a better deal from Leo Burnett. JWT didn't show us enough different ideas at different costs, we didn't like the ideas they did show us and the creative wasn't right either. We wanted it to look like all our other marketing for all our other products, so we've given the whole account to Leo Burnett and saved a few quid in the process."
This is becoming a cereal drama!
Anonymous 09.27 - "does this indeed show a linguistic divide between agencies and clients?"
Yes it does. Which is why clients need agencies to help them communicate with ordinary people."
......Could someone just explain what ideation means!
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