Following a competitive review, Carat has been reaffirmed as Kellanova’s preferred European agency.
- Carat and Kellanova share a vision for digital transformation through media.
- The partnership aims to enhance the connected experiences of iconic brands across various European countries.
- This renewal strengthens an existing 16-year relationship between the two companies.
- Carat’s impressive capabilities in people, data, and tech were key to their reappointment.
Following a rigorous three-month review process, Carat has been reappointed as Kellanova’s agency of choice for managing media, digital, and data strategies across Europe. This decision reflects the enduring strength of their 16-year partnership and their aligning vision for transformative media strategies.
The collaboration aims to significantly enhance consumer experiences for Kellanova’s well-known brands, such as Pringles, Special K, and Cheez-It, across 28 European territories. This includes countries like the UK, Italy, France, Spain, Germany, and Poland, indicating a broad geographical focus.
In 2023, Kellanova also partnered with dentsu CX agency Merkle, demonstrating their commitment to revolutionising digital customer experiences. This strategic relationship is anticipated to further evolve as they seek to integrate media and customer experience practices.
Paul Humphries, Chief Marketing Officer of Kellanova Europe, expressed confidence in Carat’s ability to drive their marketing transformation agenda. He noted, “We were looking for a partner to help us continue pursuing our marketing transformation agenda, and throughout the pitch process, Carat built confidence that they could significantly enhance our capability in building connected experiences that deliver behaviour change. What they showcased across people, data, and tech was impressive.”
Angela Tangas, CEO of dentsu UK & Ireland, remarked on the strategic importance of this collaboration, highlighting it as a critical period for Kellanova’s business. She stated, “We are absolutely delighted that we have the opportunity to co-create this next phase of transformational growth together, with a shared ambition for success in what is a strategically important time for the Kellanova business. We at dentsu are fortunate to work with Kellanova across our media and CX practices, and this win only reinforces the benefit of an integrated ‘One dentsu’ approach.”
The renewal of Carat by Kellanova underscores a strategic partnership aimed at achieving significant growth and transformation in media and customer experiences.