By Seb Joseph

Backed by new agencies DigitasLBI and Dentsu Aegis, Kellogg’s is working to understand how media strategies can affect actual behaviour change to stand out from those brands trying to buy reach.

The ‘shout loud enough and they will come’ approach doesn’t works in isolation, claims Kellogg’s, which is consequently doubling down on its owned and earned media.

But it can’t do that alone and hired DigitasLBi along with Carat and iProspect earlier this month to drive the strategy across Europe. No one agency is the designated lead, with all three expected to naturally come to the front as dictated by the project. Read full story ›

Source: The Drum