US food company Kellogg has launched a review of its European media and digital agency arrangements.

The breakfast cereal maker has used Carat for its media since 2008, as well as fellow Dentsu Aegis Network agencies iProspect and Isobar on search and digital. The agencies have been invited to re-pitch for the business.

The review will be overseen by Kellogg’s EMEA director of media and digital, Chris Nolan, and the winning agencies will assume control of the business from next year.

A Kellogg spokesman confirmed the review to M&M Global: “It is Kellogg’s practice to regularly review all agency relationships and to hold a competitive pitch when committing to a retained agency,” he said.

Speaking at last year’s Festival of Media Global, Kellogg’s then-VP, global media and strategy Jon Suarez-Davis – now chief marketing and strategy officer at Krux Digital – argued that the media department is “the new creative department”.

He said: “A lot of the time people think creation equals creative – but I think we’ve learnt that that’s far from the truth. The question is not ‘am I creative?’ it’s ‘how am I creative?’”