Kellogg’s appoints VML as digital agency
The appointed is welcome news for Y&R, which brought in new MD Andrew Dowling to run the struggling Sydney office late last year following the departure of group CEO Russel Howcroft to Ten.
The appointment comes at a period of considerable change for the typically steady Kellogg’s account. The company hired Leo Burnett Sydney last year, breaking JWT’s exclusive hold on the business.
And late 2012, Kellogg’s marketing chief John Broome said that he wanted to take more risks this year as the company eyes faster growth in new categories.
The announcement from Kellogg’s:
Kellogg ANZ today announced that Sydney-based digital marketing agency VML will take on all Kellogg digital work for the cereal and snacks company across Australia and New Zealand.
VML, which opened its first Australian office in February 2012, came through a competitive pitch and begins working with Kellogg immediately.
As a result, Kellogg is concluding its relationship with incumbent agency Tongue after three years.
“We thank Tongue for their many contributions over the last few years and look forward to a new partnership with fresh ideas and creativity,” said Marketing Director John Broome.
VML’s Managing Director, Aden Hepburn, is looking forward to taking on the challenge of Kellogg’s brands including Special K, Nutri-Grain, Crunchy Nut and All-Bran. “We’re excited to begin a true digital partnership with Kellogg in Australia and New Zealand. Digital leadership is needed right across the local FMCG market, and VML is perfectly equipped to ensure Kellogg’s portfolio of brands dominate the space.”
VML join JWT, Mindshare, Liquid Ideas and Loop in representing Kellogg ANZ and become the first agency appointment made by Marketing Director John Broome since his arrival in July.
VML has a dedicated office in New Zealand that will help ensure greater collaboration with the Kellogg New Zealand marketing team based in Auckland.