LAUSANNE—Cereal Partners Worldwide (CPW), the Nestlé/General Mills joint venture that markets more than 50 cereal brands across 130 markets, has begun an agency review that aims to strengthen its global brand PR activity.

The Holmes Report understands that numerous PR firms have been asked to submit credentials regarding their network and consumer capabilities. The RFI stage is expected to identify a smaller group of agencies that will progress to the next phase of the review.

Founded in 1990, CPW markets such brands as Nesquik, Cheerios and Fitness across the globe, excluding the US and Canada — where General Mills sells its brands directly. The company, a 50:50 joint venture between Nestlé and General Mills ranks second in the global breakfast cereals market, behind Kellogg, with net sales of US$2.1bn for its most recent fiscal year.

CPW head of corporate communication Aimée DuBrule that the company is "working to strengthen our brand PR capability within the business.

"As part of this process," added DuBrule, "we periodically review our agency support model to ensure an optimal support structure."

CPW's sales have seen a marginal decline under competitive pressure, with the company aiming to make its products more of a staple in developing markets.