Kellogg demanding `significantly better advertising': Jaques

Pollack, Judann; Snyder, Beth
April 1999
Advertising Age;4/12/1999, Vol. 70 Issue 16, p3
Trade Publication
This article deals with the decision of Kellogg Co. to give its advertising agencies more creative freedom. The management upheaval might be over at Kellogg but the upending of its marketing philosophy and execution has only just begun. "We want to win again," said Fred Jacques, executive vice president/general manager of ready-to-eat cereals at Kellogg USA, which has come close to losing its once-undisputed leadership position in the category. Jaques said the beleaguered company's recovery is already under way, powered by smarter product introductions, a stronger spending commitment and a freer creative hand for its ad agencies. "My mandate in this job is to bring energy and growth back to Kellogg. That means significantly better advertising," he said.


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