The incumbents on the account included Publicis’ Leo Burnett and WPP’s VML among other agencies, who had varying scopes of work. Bastion’s appointment and expanded remit are effective immediately.

The agency told B&T that the move was reflective of what it feels is a broader industry trend: brands choosing independent creative agencies, often led by former holdco execs, over the larger global networks. Bastion is Australia’s largest independent agency.

The agency said its appointment also reflected Kellogg’s parent company Kellanova’s “commitment to creating cohesive, forward-thinking brand narratives as it embarks on a period of transformation”.

“Kellanova is innovatively transforming its products, and we’re excited to deliver a bold, contemporary new creative approach to how they go to market in a way that will cut through and resonate with today’s consumers” said Simon Langley, chief creative officer at Bastion.

“Our integrated team’s ability to bring to life unique insights across all channels and formats will help Kellanova build stronger, long-term brand connections.”

“We bring a unique understanding of consumers, brands, channels and the category,” added Angela Morris, Bastion’s chief strategy officer.

“Our proprietary insight-led approach and integrated strategy will help Kellanova leverage and build their brands to connect and compete more strongly than ever.

Ana Lynch, managing partner at Bastion, highlighted the significance of the relationship with Kellanova, stating, “We’re excited to continue this journey with Kellanova, guiding them through this transformative period with a cohesive strategic & creative approach thanks to a talented team with the skills and capabilities they need to deliver a stronger future.”

Ben O’Brien, commercial director at Kellanova Australia, said: “We are excited to deepen our partnership with Bastion as they become our lead creative agency for Kellogg’s brands in Australia and New Zealand. This decision is a testament to the strong work they have delivered, particularly as we celebrate Kellogg Australia’s 100-year milestone. We look forward to leveraging their creative expertise to continue building our brand legacy.”

The creative for Kellanova salty snack brands, including Pringles, continues to be led by Thinkerbell in ANZ. Leo Burnett had no comment on the story. VML did not reply to a request for comment.

Earlier this year, Kellanova announced an expansion of its global partnership with IPG. FCB handles its creative and production for global and priority brands, including Pringles, in partnership with The Martin Agency and MullenLowe across all Kellanova regions, save Australia.