Marketing strategy at Post is redefined as Mediahub takes over its media operations
Post Consumer Goods, the popular breakfast cereal brand known for its iconic products like Fruity Pebbles and Honey Bunches of Oats, is set to revamp its media strategy with a focus on digital platforms. The company, under the leadership of its new Chief Marketing Officer, Claudine Patel, is planning to invest approximately $25 million to $35 million in paid media, according to reports.
The media review process for Post Consumer Goods began around four months ago, and the brand managed it internally. The review resulted in a change of media agency, with IPG's Mediahub being appointed as the new media agency responsible for Post Consumer Goods' media investments.
Spark Foundry, the previous media agency handling duties for Post Consumer Goods, did not defend the business during the media review process. The exact reasons for Spark Foundry's decision are not specified, but the shift towards a digital-first approach seems to be a driving factor.
The changes being planned by Post Consumer Goods are part of a broader market trend where consumer packaged goods (CPG) brands are moving away from heavy reliance on traditional linear TV ads. Instead, they are focusing on more cost-efficient, targeted digital media where engagement and return on investment (ROI) can be improved through AI personalization, social commerce, and video content.
Post Consumer Goods' media strategy has evolved to align with contemporary consumer behaviors, particularly among Generation Z, who favor digital authenticity and mobile-first, interactive content. The brand is planning to significantly reduce its linear TV spend and is expected to invest more in digital, social, and user-generated content (UGC)-driven platforms.
This shift is not about replacing traditional brand recognition but about blending it with modern digital engagement tactics. For instance, Coca-Cola's revamped "Share a Coke" campaign demonstrates how traditional campaigns can be digitally enhanced with personalization and social sharing to keep the brand relevant.
While no explicit figures or precise future linear TV spend projections for Post Consumer Goods were found, the trend clearly points to a decline in linear TV as part of the media mix in favor of more agile, data-driven digital channels.
IPG's Mediahub will now manage the media duties previously handled by Publicis' Spark Foundry. The agency will be tasked with implementing Post Consumer Goods' new digital-first strategy. Spark Foundry declined to comment for this specific story.
Sources: [1] Adweek (2022). Post Consumer Goods Shifts Media Strategy, Taps IPG’s Mediahub as New Media Agency. [Online]. Available: https://www.adweek.com/agencies/post-consumer-goods-shifts-media-strategy-taps-ipgs-mediahub-as-new-media-agency/ [2] AdAge (2022). CPG Brands Embrace Digital Enhancements to Engage Gen Z. [Online]. Available: https://adage.com/article/digital/cpg-brands-embrace-digital-enhancements-engage-gen-z/2349344
- Post Consumer Goods, in an effort to enhance its business prospects, is planning to allocate a significant portion of its finance, approximately $25 million to $35 million, towards paid media as part of its revamped media strategy, which primarily focuses on digital platforms.
- As part of the broader trend in the finance sector, Post Consumer Goods is set to invest more in digital, social, and user-generated content-driven platforms, and less in linear TV, in a bid to improve engagement and return on investment, while maintaining traditional brand recognition through digital engagement tactics.
