Marketing at Post undergoes a shake-up with the introduction of new media agency, Mediahub
Post Consumer Goods, the company behind beloved cereals like Fruity Pebbles and Honey Bunches of Oats, is shaking up its media strategy to stay competitive in today's rapidly changing landscape.
The new Chief Marketing Officer, Claudine Patel, has announced that changes are ahead for the company, with a focus on future-proofing its media mix. This shift involves a move away from traditional linear TV advertising and towards more dynamic, personalized engagement across social and digital channels.
According to reports, Post Consumer Goods' paid media investments are estimated to be between $25 million and $35 million, and these investments will now be managed by IPG's Mediahub. The media review process, which began approximately four months ago, was managed internally by Post Consumer Goods.
In a move aimed at accessing new tools and insights, Post Consumer Goods has parted ways with its previous media agency, Publicis' Spark Foundry. Spark Foundry did not defend the business during the media review process, and Post Consumer Goods has not retained the agency moving forward.
IPG's Mediahub, known for its data-driven, technology-forward approach to media planning and execution, is well-positioned to support Post Consumer Goods' need for constant revitalization of media strategy. The new partnership is expected to offer stronger capabilities in personalized, omnichannel campaigns and advanced analytics.
Post Consumer Goods plans to leverage advanced social listening powered by AI and big data to deeply understand consumer preferences and behavior, expanding analysis to include visual and audio content on platforms like TikTok and YouTube. The company also aims to integrate omnichannel engagement to provide a seamless customer experience across multiple touchpoints.
Video content is a key component of the new strategy, as it effectively builds brand storytelling and strengthens customer relationships, which supports conversions and loyalty. Real-time interaction tools such as live chat and chatbots also play a role in enhancing customer satisfaction and engagement.
While the specifics of the changes have not been detailed, it is clear that Post Consumer Goods is committed to embracing innovation and staying relevant in today's evolving media landscape. These changes were announced this week, and the industry will be watching closely to see how they unfold.
[1] Adweek, "Post Consumer Brands Taps IPG's Mediahub as Media Agency of Record" [2] AdAge, "Post Consumer Brands Shifts Media AOR to IPG's Mediahub" [3] MediaPost, "Post Consumer Brands Moves Media AOR to IPG's Mediahub" [4] Campaign US, "Post Consumer Brands Appoints IPG's Mediahub as Media Agency of Record" [5] The Drum, "Post Consumer Brands Announces IPG's Mediahub as Media Agency of Record"
- Post Consumer Goods' new approach to media strategy includes a focus on investments in dynamic, personalized engagement across social and digital channels.
- As part of the company's efforts to stay competitive and embrace innovation, they have transitioned their media strategy management to IPG's Mediahub, a data-driven agency known for its technology-forward approach to media planning and execution.
