Kellogg is understood to be unhappy that its account will have to move out of the incumbent, MindShare, before the recently won Nestle Cereal Partners business moves in. A spokesperson for Kellogg declined to comment.
Yesterday, WPP Group was refusing to comment on reports that it planned to create a new division to service the account and allow it to retain both Kellogg, with which it has worked for more than 50 years, and Cereal Partners.
MindShare strengthened its grip on Nestle last week when it was awarded the £62m Cereal Partners media account after a shootout with ZenithOptimedia.
MindShare, headed by chief executive Kelly Clark, added: the £5m chilled and dairy foods division, comprising Ski yoghurts, Herta sausages and Munch Bunch; the £7m Nestle's Purina account, which includes Felix, Friskies and Bakers; and the £3m waters business, with brands including Buxton, Perrier and Vittel.
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