Kellogg’s appoints Zenith to media account
Kellogg’s pitch for its media account has drawn to a close, with the FMCG brand appointing Publicis Media’s Zenith to do its strategy, planning and buying, Mumbrella can reveal.
The pitch was marred by controversy with claims the brand had unrealistic expectations, and agencies being asked to agree to unfair payment terms. The appointment of Zenith marks the end of a 35-year relationship with Group M’s Mindshare.
Kellogg’s pitch has been in the spotlight
Are we supposed to congratulate Zenith on winning the account that no one wanted in the first place? Perfect example of a desperate agency saying yes when really the industry should stand together, fight for their value and say no.
Would this type of industry-backlash to a major brand be detrimental to the future career prospects of those at Kelloggs?
Perhaps fleshpeddler will enlighten us
Poor payment terms is one thing. Would love to know what rates Publicis have promised! But in a softening market they may just get lucky…
Feels like everyone is a loser here. The “ditch the pitch” crowd look childish, the client looks like they have made a decision on price (when they probably haven’t) and the winning agency looks desperate. Sad day for our industry all round….
That old saying, ‘wherever you go, there you are’. So, while Kellogg’s may like to think that changing media agency partners (after 35 years, so you’ve got to give them that) will make a substantial difference to the quality of media output they receive, it won’t. Because they’re still Kellogg’s. But maybe their procurement team stretched those payment terms closer to 120 days, so who gives a toss?
“Agencies need to lean in to win business” replace the over used term “lean in” with “bend over” and you’re right on the mark.
Good luck Zenith with the most poisoned of poisoned chalices. This is the type of account that kills an agency.
Excellent win guys!
You beat the best of the best, oh wait.
I’m no huge fan of ZO or Kellogg’s, but some of these comments are poor form. ZO can run their business how they want, take what ever margin they want and Kelloggs have every right to run their media and pitches how they want. Neither are responsible for the whole fucking industry. It’s called competition.
Agreed. This industry loves throwing vindictive, anonymous jibes.
Good luck to Zenith, hopefully you guys have better luck than the previous incumbent.
Scabs
On good terms of business.
The competitors dropped their fees in the last week (to ridiculous levels) but the client stuck with the team with the best FMCG smarts in market.
(I don’t work at Zenith but I am much more informed than other commentators on this thread.)
HAHAHAHAHAHAHAHAHAHAHA…
HAHAHAHAHAHAHAHAHAHAHA
Carat ?
The writing is on the wall. The industry is not sustainable with advertisers increasingly screwing agencies and their people to the wall.
120 days is disgraceful. The industry is not sustainable long-term and yet agencies continue to drop their pants to win the billings game even if it means running business at loss… Where are the business minded media people at? At what cost?