The cereal giant has made the move as part of a plan to exploit softening media markets across Europe. MindShare held the UK account.
‘The appointment we are announcing today will allow us to strongly focus our media buying and negotiations across our European business,' said Greg Economos, vice president marketing & innovation, Kellogg Europe.
The appointment of Carat will be phased in over the coming months to accommodate smooth transitions.
Markets included are the United Kingdom, Republic of Ireland, Denmark, Sweden, Norway, Finland, Germany, Austria, Switzerland, Italy, France, Spain, Portugal, Belgium, Netherlands, Greece, Cyprus, Malta, Middle East Area, Poland and Russia.