LONDON — Kellogg has begun a review of consumer PR agency support for its lucrative cereals business across EMEA, with several agencies understood to have been contacted regarding the RFI.

The world's largest cereal maker currently enlists Edelman as lead consumer PR partner for its cereal brands in both Europe and the US, which include Special K, Rice Krispies and All-Bran.

Edelman is taking part in the RFI, as is Havas, which leads EMEA consumer PR for Kellogg's snacking business. In the Middle East and Africa, meanwhile, Grayling plays a similar role.

In addition to its lead agency partners, Kellogg works with numerous PR firms across the region. Kellogg Europe director of external communications and brand PR Gráinne O'Brien told the Holmes Report that the company is seeking a "regional solution" to its requirements, suggesting that agency consolidation is on the cards.

"What we're really trying to do is find a regional PR agency," said O'Brien. "We currently work with Edelman in London on cereal and Havas on snacks. But, throughout the region, we use different PR agencies. And we're just trying to find a European solution."

O'Brien declined to comment on the budget in play, but noted that agencies will be in place by January 2017.

Kellogg's has been hit by a decline in cereal sales, which has impacted both the US and Europe. In the latter region, overall sales declined by 0.6% in 2015.

"It's a difficult market," admitted O'Brien. "Our brief to any agency in the process would be to devise programs around versatility and engage consumers around breakfast."