Marketing tactics at Post undergo a shift with the introduction of the new media agency, Mediahub.
Post Consumer Goods Shifts Media Strategy, Reducing Linear TV Spend
Post Consumer Goods, the company behind beloved cereal brands such as Fruity Pebbles and Honey Bunches of Oats, has announced changes to its media mix, with a significant reduction in linear TV spend and a focus on digital and social media platforms.
The changes were revealed this week by Claudine Patel, the new Chief Marketing Officer of Post Consumer Goods. In a move to future-proof its media strategy, the company has appointed IPG's Mediahub as its media agency, marking a departure from its previous arrangements.
According to reports, Mediahub will be tasked with managing Post Consumer Goods' paid media investments, which are estimated to be between $25 million and $35 million. The media agency was not previously managing Post Consumer Goods' media investments.
The shift towards digital and social media platforms is in line with broader media strategy trends for consumer brands in 2025. Brands are moving away from traditional and broad-reach media like linear TV, which is less efficient in targeting and engagement compared to digital alternatives.
Instead, brands are focusing heavily on platforms like Instagram, TikTok, and Facebook for their strong social engagement and ability to connect with younger audiences such as Gen Z and Millennials, who heavily influence purchase decisions through social media.
In addition, brands are increasingly using AI to deliver personalized messages and tailor offers, enhancing customer engagement and efficiency of ad spend. Mediahub’s expertise in leveraging data analytics to optimize campaigns is likely to support Post Consumer Goods in this regard, reducing waste common in linear TV and increasing ROI through targeted digital ads.
Another trend is the emphasis on influencer collaborations and viral content. Using micro-influencers and creating bold, shareable content (TikTok challenges, memes) helps brands establish authentic cultural connections, which is more effective than traditional TV advertising.
The media review process for Post Consumer Goods began approximately four months ago, with Spark Foundry not defending the business during the process. The specifics of the changes ahead for Post Consumer Goods remain to be seen, but it is clear that the company is committed to adapting its media strategy to meet the evolving needs of consumers in the digital age.
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Post Consumer Goods, with its focus on digital and social media platforms, may allocate its investments in finance towards paid media campaigns managed by IPG's Mediahub for greater targeting and engagement efficiency. Brands in 2025 are increasingly utilizing social media influencers, viral content, and AI technology to deliver personalized messages and enhance their digital marketing strategies.
