CheethamBellJWT has scored a bittersweet victory with the discovery that its animated commercial for Kellogg's has been revealed as the fourth most effective campaign of last year.

The news comes in the wake of Kellogg's decision to move its global advertising business out of the JWT network and into Leo Burnett.

Bell: seeing positives

The study - which placed ads for Dettol, Nintendo and Walkers at the top of the pile - ranked the performances on the likelihood that consumers would buy a product or service after seeing it advertised.

On hearing of the news CBJWT CEO David Bell commented: "This is a fantastic result on a brand of such heritage where changing perceptions and prompting behavioural change is difficult. 

"It’s a bittersweet feeling reading of this success knowing that, due to factors outside our control, we will not be working with Kelloggs in 2010."

He added: "We expect that the W.K. Kellogg we created will live on at his new agency."

Kellogg's decision marked the second time in four years that CBJWT has lost a major client due to a global realignment, the previous being Reckitt Benckiser’s healthcare business to Euro RSCG.

Bell opined: "Three years on, Reckitt Benckiser is still using the properties which we created for them (Lemsip’s Little Helper and the Gaviscon Firemen) although I’d have to say both have lost some subtlety and charm."  

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Comments (3)

1  By George Dearsley , on 05-02-2010 16:23 Interested to know who did the voice over? Very distinctive tones. Anyone any ideas? Report