Hasta La Creative!

Kellogg Co. is moving creative duties for its struggling Special K brand to JWT and away from long-time agency Leo Burnett in the U.S., Ad Age has learned.

Leo Burnett, which has been Kellogg’s lead agency for some 65 years, will retain other parts of the business, including big breakfast brands such as Frosted Flakes and Pop-Tarts. The agency will also continue as Special K’s agency in Europe and Canada, according to an internal Leo Burnett memo obtained by Ad Age.

But in the U.S., the Special K loss is significant because it is has long been a priority for Kellogg. The brand consumed more than $120 million in measured media spending last year, according to Kantar Media. JWT also has a longstanding relationship with Kellogg, working with the company in some markets since the 1930s. The agency created work for Special K Red Berries in the early 2000s.

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