Kellanova initiated an agency review in early 2024. New work for 2025 will begin in the next month.

“We’re thrilled to expand our relationship with IPG, which has produced some award-winning work,” said Julie Bowerman, Kellanova North America’s chief marketing officer, in a statement.

Bowerman touted Weber Shandwick’s work on the Pop-Tarts mascot, which won a Grand Prix at Cannes.