Kellogg Names Magnet Its Interactive AOR

Kellogg Co. reportedly
named Magnet Interactive as its
interactive agency
of record, leaving Leo Burnett’s Giant Step in Chicago with
only a minor assignment, according to an Advertising Age report.


“They’ve consolidated all business for efficiency reasons with Magnet,” Rishad
Tobaccowala, president of Giant Step, was quoted as saying. Billings were not
disclosed.


Kellogg earlier this month said it would add to its general agency roster for
its $400 million ad account. Prior to gaining the AOR status, Magnet already
had captured
much of Kellogg’s business, including development of its corporate Web site as
well as brand sites for Frosted Flakes, Froot Loops, Nutri-Grain, SmartStart
and Special K.


Kellogg did not renew business with Giant Step for two of the three brands it
was working on, including Corn Pops and Apple Jacks, Tobaccowala was quoted as
saying. Giant Step will still maintain some interactive work on the Pop Tarts
brand, he said.

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