Marketing tactics shake up at Post with the emergence of the new media agency, Mediahub
In a significant move announced this week, Post Consumer Goods, the company behind beloved cereal brands like Fruity Pebbles and Honey Bunches of Oats, is future-proofing its media mix by reducing its spend on linear TV and reallocating that budget to more data-driven, targeted digital media channels.
Claudine Patel, the new Chief Marketing Officer (CMO) of Post Consumer Goods, announced that changes are ahead for the company. In a strategic move, Post Consumer Goods has chosen IPG's Mediahub to manage its media investments, replacing Publicis' Spark Foundry.
The company's new approach involves embracing omnichannel strategies that leverage digital video (including social and video commerce) to engage consumers where they spend time, such as on social platforms and streaming services, rather than traditional linear TV. Post Consumer Goods is also focused on using AI-powered personalization and data insights to tailor media delivery, optimizing ad spend for higher engagement and sales efficiency.
Moreover, the company is collaborating closely with retailers via retail media platforms to gain more direct shopper insights and to execute joint digital campaigns that target consumers effectively at the point of purchase. This shift from the traditional TV-based broad advertising approach is a testament to Post Consumer Goods' commitment to a more targeted and efficient marketing strategy.
In addition, Post Consumer Goods is investing in authentic content formats like user-generated content (UGC) and influencer marketing that perform better on digital video and social channels, offering lower cost-per-click and stronger engagement compared to linear TV ads. This aligns with their goals to cut down on broad linear TV spending.
While specific proprietary internal strategies for Post Consumer Goods were not detailed, these trends and practices reflect the overall strategic direction consumer goods companies are taking to reduce reliance on linear TV and future-proof their media mix in 2025.
The media review process for Post Consumer Goods was managed internally, and the decision to assign duties to IPG's Mediahub was not disclosed. Spark Foundry, the incumbent media agency, did not defend the business during the media review process and declined to comment for this specific story.
This strategic shift by Post Consumer Goods underscores the growing trend among consumer goods companies to adapt their media strategies to better resonate with modern consumers, particularly Gen Z, who spend a significant amount of time on digital platforms.
- Claudine Patel, the new CMO of Post Consumer Goods, announced that the company is changing its approach to finance, business, and investments by partnering with IPG's Mediahub to manage media investments, focusing on omnichannel strategies, AI-powered personalization, and digital video for higher engagement and sales efficiency.
- Post Consumer Goods is investing in digital media channels, such as user-generated content and influencer marketing, as part of its strategic move to reduce its spend on linear TV and future-proof its media mix, aligning with consumer goods trends in 2025, particularly appealing to modern consumers, especially Gen Z.
