Carat has successfully retained its position as Kellanova’s European agency for media and digital strategies.
- The reappointment follows a competitive three-month review process, emphasizing the robust partnership between Carat and Kellanova.
- The collaboration aims to enhance Kellanova’s digital transformation across 28 territories, impacting brands like Pringles and Special K.
- Carat’s role involves strategic media planning and buying to deliver improved connected experiences.
- The decision highlights the shared vision for growth and transformation, affirming Carat’s expertise in the field.
Carat, a leading media agency, has been reaffirmed as Kellanova’s agency of choice across Europe following a rigorous three-month review process. This reappointment reflects the longstanding and robust relationship between Carat and Kellanova, a collaboration that extends over 16 years. This partnership aims to drive digital transformation for Kellanova, focusing on strategic media planning, buying, and enhancing connected experiences across the continent.
Kellanova’s decision to continue with Carat emphasizes their confidence in the agency’s ability to support and advance their marketing transformation agenda. Carat impressed during the competitive review by showcasing their capabilities in building connected experiences that encourage behavior change, leveraging people, data, and technology in an integrated approach.
The renewed agreement between Carat and Kellanova will impact the company’s operations across 28 European regions, including major markets like the UK, Italy, France, Spain, Germany, and Poland. The focus will be on enhancing brand experiences for well-known products including Pringles, Special K, and Cheez-It, through innovative media strategies tailored to each region.
Additionally, Kellanova continues to work with Merkle, a dentsu CX agency appointed in 2023. This collaboration focuses on transforming the way Kellanova creates digital customer experiences, thus complementing the media strategies spearheaded by Carat.
Paul Humphries, Chief Marketing Officer at Kellanova Europe, expressed confidence in Carat’s ability to further their marketing transformation efforts. He highlighted the impressive demonstration of capability and the strong partnership that has been established. Similarly, Angela Tangas, CEO of dentsu UK & Ireland, emphasized the strategic importance of this collaboration, considering it a pivotal moment for Kellanova’s growth trajectory.
The reinforced partnership between Carat and Kellanova signifies a mutual commitment to transformative growth through strategic media interventions.
