Breakfast cereal giant Kellogg’s has appointed Eleven to handle its PR account across Australia and New Zealand.

Eleven will take over from Edelman on the account. Kellogg’s has also decided to end its relationship with Porter Novelli and Liquid Ideas, which work with the company on a project basis.

However, a Kellogg’s spokesperson told B&T that Edelman, Porter Novelli and Liquid are all still under contract with the company to the end of 2018 as they wrap up respective projects within their scope.

Eleven managing director Roberto Pace said in a statement that the agency was excited to be working with such an iconic company and making them an even bigger part of culture.

“Brand and corporate PRs, planners, creatives, digital and content pros and shopper marketing specialists will work collectively on Kellogg’s briefs,” he said.

“It’s a proven approach that sees us deliver work that performs across comms, commerce and culture. We’re looking forward to bringing it to life for Kellogg.”

Rebecca Boustead, head of corporate communications, government relations and public affairs at Kellogg Asia Pacific, said: “In seeking a new PR agency, we wanted to choose a business that not only had the capabilities to cover our broad communications’ needs, but challenge our thinking and be a true partner to our internal teams and agency village.

“Eleven’s culture-centric approach was truly disruptive, and we could see how it could continue to drive our business forward.”