Leo Burnett breaks JWT’s historic hold on Kellogg’s with Be Natural win
Leo Burnett has loosened JWT’s historic hold on the Kellogg’s account in Australia, winning creative duties for Be Natural, Mumbrella can reveal.
Leo Burnett’s Sydney office takes on the ad account of Kellogg’s healthy cereal brand, ending JWT’s long-run as the cereal maker’s only Australian creative agency.
JWT and Leo Burnett handled the account jointly for 30 years, with JWT taking on sole duties about a decade ago.
The Publicis Groupe agency won the business after a head-to-head pitch with JWT.
Well done Burnetts.
FYI Not a ‘biggie’ in journalistic inaccuracies, but Burnett’s used to share the creative duties back when it was still Leo Burnett Connaghan & May, so it’s not the first time that they’ve split the account with JWT. Either that, or I must have worked on a ‘ghost’ account for 3 years between 1995-98 🙂
I think you’ll find that JWT has not been Kellogg’s only Australian Agency for 40 years. Leo Burnett handled a number of brands including Sultana Bran, Special K, Sustain, and Coco pops from the early 80s through to the turn of the century.
JWT is Kellogg’s only Australian Agency? Again: I don’t think so. I was with Y&R’s specialist healthcare shop Sudler & Hennessey in Sydney and did lots of nice creative work for All-Bran.