MUMBAI: Breakfast cereal maker Kellogg in the US has announced that Starcom will remain its media buying and planning agency of record for the US.

The announcement came following a competitive media buying review for the business, which included agencies Carat and Mindshare, both roster shops for Kellogg.

Kellogg US president Jeff Montie says, "This review is part of our regular business practice, helping to ensure that we remain competitive and identify opportunities for increased efficiency that would enable us to further invest in brand-building"

Kellogg senior director advertising and media Andrew Jung says, " Periodically we look at all aspects of our business, including relationships with our advertising agencies and other partners, as part of our integrated marketing approach. Each agency gave a compelling presentation, and making a final decision was challenging. We decided on Starcom as the best choice for the US business, and we are fortunate to have the services of all three agencies across our global network."

With 2004 sales of almost $10 billion, Kellogg claims to be the world's leading producer of cereal and a leading producer of convenience foods. The company's brands include Kellogg's, Keebler, Pop-Tarts, Eggo, Cheez-It, Nutri-Grain, Rice Krispies, Murray, Austin, Morningstar Farms, Famous Amos, Carr's and Kashi.

Kellogg products are manufactured in 17 countries and marketed in more than 180 countries around the world.