BATTLE CREEK, MI — Food giant Kellogg’s has tapped Weber Shandwick to handle its US PR duties, which it dubs 'influencer engagement', following a lengthy competitive review, the Holmes Report has learned.

The company said in a statement: "Kellogg Company is committed to continuously improving the way we engage consumers with our business and brands. Last fall, we began a thoughtful and thorough agency review to drive our influencer engagement strategy. Today, we’re pleased to announce our new US influencer engagement agency partner is Weber Shandwick."

Edelman, whose conflict shop Krispr has handled Kellogg’s US North American PR and media business since 2012, is thought to have participated in the pitch, as well as Golin and MSL, for an assignment that is worth upwards of $10m.

Krispr won the account at that time after Weber Shandwick, and sister firm Current Lifestyle Marketing, resigned the business shortly after winning, due to conflict concerns arising from a Kellogg competitor handled by another Interpublic Group agency.

“We are extremely proud of the work we have done with Kellogg Company over the past seven years, and we wish them every success in the future," an Edelman spokesperson said.

Neither Edelman nor Kellogg's would elaborate further; Weber Shandwick also declined comment.

Kellogg’s is best known for its breakfast cereals such as Corn Flakes and also owns other brands including Pringles, Eggo, Cheez-It and Keebler.