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Kellogg Revamps Global Marketing, Appoints Brand Learning To Manage Campaign

January 20, 2011: 10:23 PM EST

In the face of poor financial performance — its third-quarter net sales decreased 4% to $3.2 billion — Kellogg is investing to improve its marketing effort globally and has appointed Brand Learning to train Kellogg's marketing directors and senior marketing executives to help set up standards and common processes. Kellogg envisions the program, which will ultimately cover all of the company's marketing units, to improve its marketing capacity and business performance. Mark Baynes, Kellogg CMO, says He said: "We (are aiming) to create a team inspired, equipped and enabled to drive stronger returns in this increasingly complex consumer landscape."

Gemma Charles, "Kellogg unveils plan to boost global marketing", Marketing Magazine, January 20, 2011, © Haymarket
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