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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