Kellogg is looking for an agency to handle its public relations, and is using Twitter to aid its search in what the brand believes is the first time the medium has been used for this purpose.
The cereal giant wants to consolidate its PR activity into a single agency as the company looks to become more media friendly.
Of late, the business has been awarded on a project basis, with multinational network Hill & Knowlton and local independent DEC Communications among those on the roster.
“Historically, we’ve been quiet on the PR front,” Gareth Lucy, corporate communications & PR manager, Kellogg Australia & New Zealand told Mumbrella. “But we’ve got a good story to tell about our CSR iniatives, innovations and nutritonal improvements – our products are now lower in salt and higher in fibre.”
Lucy joined Kellogg Australia & New Zealand in April, taking on a newly created role to spearhead the company’s communications.
Lucy has a shortlist of contenders drawn up, but is giving an outsider the chance to win the business via Twitter. Agencies need to tweet within the 140 characters limit about why they should work on the business. The tweet should include the hashtag #kelloggspr.
“Other than that, anything goes and we’ll pick the best one to come in and pitch for the account,” said Lucy, who tweets as @gareth_kelloggs.
“Hopefully this will allow us to see who can be really creative and who feels passionate about working with us,” he said. “It also gives any agency a chance no matter their size or reputation. There could be a fantastically creative agency out there but normally when wouldn’t get the chance to throw their hat into the ring.”
The account will be for an initial six months to the end of 2011, and then 12 months for 2012.
The remit is to help Kellogg establish strong media relations and communicate nutritional improvements to the company’s best-known cereals, to launch new brands and innovations, and support the company’s environmental and community commitments.