Cereal brand Weetabix has reappointed Mindshare as its media planning and buying agency without a pitch, having last undertaken a media review in 2023.
The move will see the WPP-owned agency’s initial 18-month contract extended, with Campaign reporting that it will also include an expanded remit.
“Mindshare has been instrumental in driving success for Weetabix in recent years, leveraging strategic media planning to ensure our brands deliver communication programmes that really work,” said Francesca Theokli, marketing and new product development director at Weetabix.
“We are incredibly proud of the team, this partnership and are optimistic about our future together.”
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
Mindshare will now oversee media planning and buying for Weetabix Foods Company products such as Weetabix Minis, Alpen, Oatibix, Ready Brek and Weetos, with a focus on European and Middle Eastern markets.
Róisín Phelan, client director at Mindshare UK added: “We’ve enjoyed every moment of helping Weetabix shape and shift brand perceptions, from standout collaborations with ITV to the latest OOH campaign ‘Ellipsis’.
“We’re looking forward to building on this success in the next phase of our partnership.”
