{"id":10436,"date":"2023-04-24T12:49:00","date_gmt":"2023-04-24T02:49:00","guid":{"rendered":"\/?p=10436"},"modified":"2025-05-10T19:15:22","modified_gmt":"2025-05-10T09:15:22","slug":"behind-the-kelloggs-brand-with-grainne-obrien-ep-36-of-red-sky-fuel-for-thought-podcast","status":"publish","type":"post","link":"https:\/\/havasred.com.ua\/en\/behind-the-kelloggs-brand-with-grainne-obrien-ep-36-of-red-sky-fuel-for-thought-podcast\/","title":{"rendered":"Behind the Kellogg\u2019s Brand with Gr\u00e1inne O\u2019Brien: Ep. 36 of Red Sky Fuel for Thought Podcast"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"10436\" class=\"elementor elementor-10436\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-eaab1c9 e-con-full e-flex e-con e-parent\" data-id=\"eaab1c9\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b9bd576 elementor-widget elementor-widget-theme-post-featured-image elementor-widget-image\" data-id=\"b9bd576\" data-element_type=\"widget\" data-widget_type=\"theme-post-featured-image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"2560\" height=\"1707\" src=\"\/wp-content\/uploads\/2023\/04\/download-2.jpg?wsr\" class=\"attachment-full size-full wp-image-10438\" alt=\"\" srcset=\"https:\/\/havasred.com.ua\/wp-content\/uploads\/2023\/04\/download-2.jpg 2560w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2023\/04\/download-2-300x200.jpg 300w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2023\/04\/download-2-1024x683.jpg 1024w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2023\/04\/download-2-768x512.jpg 768w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2023\/04\/download-2-1536x1024.jpg 1536w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2023\/04\/download-2-2048x1366.jpg 2048w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-2bbecd0d e-flex e-con-boxed e-con e-parent\" data-id=\"2bbecd0d\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-33fe1f8a elementor-widget elementor-widget-post-info\" data-id=\"33fe1f8a\" data-element_type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-3fd6f78 elementor-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\t<time>24 April, 2023<\/time>\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3feb6ae elementor-widget elementor-widget-global elementor-global-6058 elementor-widget-heading\" data-id=\"3feb6ae\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Behind the Kellogg\u2019s Brand with Gr\u00e1inne O\u2019Brien: Ep. 36 of Red Sky Fuel for Thought Podcast<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4dcdae3a e-grid e-con-boxed e-con e-parent\" data-id=\"4dcdae3a\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-13f3174b elementor-widget elementor-widget-text-editor\" data-id=\"13f3174b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>In our\u00a0annual predictions report, we said 2023 is the year in which Behind the Brand will become a staple theme in every content marketing strategy. We\u2019re certainly making it a theme of our own strategy because we\u2019ve used episode 36 as an opportunity to roll out a new series called Behind the Brand. Rather than bring in several voices to weigh in on a topic (our normal format), we\u2019re pulling the curtain back on an iconic brand \u2014 Red Havas client Kellogg\u2019s \u2014 with a one-on-one interview with Gr\u00e1inne O\u2019Brien. She currently serves as senior director of corporate affairs for Kellogg Europe and in July will take on a new role as VP, corporate reputation and KNA Communications for Kellogg\u2019s.\u00a0\u00a0<\/p><p>Kellogg\u2019s\u00a0<a href=\"https:\/\/www.reuters.com\/markets\/deals\/kellogg-snack-business-be-named-kellanova-after-cereal-unit-spin-off-2023-03-15\/\" target=\"_blank\" rel=\"noreferrer noopener\">recently announced<\/a>\u00a0it will soon become two companies as a result of a company spin off. Kellanova will serve as its global snacking powerhouse, with a leading presence in international cereal and noodles, plant-based foods and North America frozen breakfast, while WK Kellogg Co, will become its North American food company.\u00a0\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4ea652b elementor-widget elementor-widget-html\" data-id=\"4ea652b\" data-element_type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<iframe style=\"border-radius:12px\" data-src=\"https:\/\/open.spotify.com\/embed\/episode\/2HrLyMZk504sG0d9bBPrtb?utm_source=generator\" width=\"100%\" height=\"352\" frameborder=\"0\" allowfullscreen=\"\" allow=\"autoplay; clipboard-write; encrypted-media; fullscreen; picture-in-picture\" loading=\"lazy\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-60ba2ede e-flex e-con-boxed e-con e-parent\" data-id=\"60ba2ede\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-59b6ec14 elementor-widget elementor-widget-text-editor\" data-id=\"59b6ec14\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>What You\u2019ll Learn in This Episode:\u00a0<\/p><ul><li>How an in-house brand team can get the best work from their agency partners\u00a0<\/li><li>Insights on communicating effectively through splits, spins and other catalysts of change within a business\u00a0<\/li><li>How to listen to the voice of the employee through employee resource groups\u00a0<\/li><\/ul><p><strong>FROM SLIGO TO DUBLIN, JOURNALISM TO PR TO KELLOGG\u2019S<\/strong>\u00a0<\/p><p><a href=\"https:\/\/www.linkedin.com\/in\/nancy13\/\" target=\"_blank\" rel=\"noreferrer noopener\">Nancy Anderson<\/a>, our VP of social and content, kicks this episode off with a quick chat with Linda Descano, CFA\u00ae and EVP, who then embarks on a far-ranging one-on-one interview with Gr\u00e1inne, starting with a recap of her career journey to date.\u00a0\u00a0<\/p><p>Born in Northern Ireland, Gr\u00e1inne tells how she grew up in Sligo. Her father was involved in the country\u2019s early civil rights movement with people like John Hume and Seamus Mallon, and her brother was a journalist, sparking her interest in current affairs and politics. She attended University of Ulster in Coleraine, where she studied media studies and history, before taking on post graduate work in journalism in the University College, Galway, under some of the finest journalist and writers in Ireland at the time. Post-college she got her first job with a local radio station and worked for three years covering everything from court cases to local council meetings to agricultural shows. She then migrated out of journalism into PR, when she became a press officer for the young farmers\u2019 lobby in Ireland. From there, she made her way into the agency world, working primarily for food and agri clients.\u00a0\u00a0<\/p><p>In 2015, Gr\u00e1inne joined Kellogg\u2019s Europe in Dublin to set up a regional comms function, before going on to head up its corporate affairs in 2019. As Gr\u00e1inne tells it, \u201cWhen I initially joined Kellogg\u2019s, I joined to lead the external comms work that we were doing across Europe. That was really about trying to identify the right stories to tell around our brands, across various different markets, and it was about trying to build a team that could do that. At the time, we were quite siloed, and we had various different reporting lines. That was one of the things I tried to fix first \u2014 that we were one team reporting into the function together so that we didn\u2019t have mixed priorities. Then I sort of created a vision for the team, which was having a best-in-class, agency-style in-house team. That rally cry unified us all.\u201d\u00a0\u00a0<\/p><p><strong>GETTING THE BEST OUT OF YOUR AGENCY PARTNERS<\/strong>\u00a0<\/p><p>Linda then asks Gr\u00e1inne what in-house teams can do to get the best work out of their agency partners. As Gr\u00e1inne sees it, \u201cPR for the sake of doing PR is very old school thinking. It\u2019s so hard to cut through now, [so] you really want to work with agencies, partners, who help you be authentic and help you create the content and stories that will connect your brand or your company to consumers.\u201d\u00a0<\/p><p>When working with these external partners, in-house teams have to be really clear about what they want to achieve, says Gr\u00e1inne. And they need to understand whether or not they have a track record in certain spaces that qualifies them to tell those stories. She cites two examples from Kellogg\u2019s, about how it earned the right to speak on matters of food poverty and men\u2019s mental health.\u00a0\u00a0<\/p><p>\u201cWe\u2019ve invested a lot in measurement in my time in the role,\u201d says Gr\u00e1inne. \u201cThat\u2019s really helped inform the types of stories we tell and how we tell them. And it\u2019s had an impact across leadership because the more you can demonstrate your improved reach or your improved impact, the more you can argue for funds to execute, and the business takes notice.\u201d\u00a0<\/p><p><strong>CORPORATE CRITERIA FOR EXTERNAL PARTNERSHIPS<\/strong>\u00a0<\/p><p>When Linda brings up the three P\u2019s \u2014 the pandemic, polarizing politics and protest around social inequity \u2014 the two get to talking about brand purpose and how Kellogg\u2019s determines what to focus on and when to act.\u00a0\u00a0<\/p><p>\u201cOur brands are world famous,\u201d says Gr\u00e1inne. \u201cThey have long histories, and whoever is a particular brand manager at a given time is only a custodian of the brand. So, we did put a process in place. We ask ourselves a set of questions, whether we think a partnership will be deemed low risk or high risk. And if the proposal or the idea is deemed high risk, we go through a process to challenge ourselves around, \u2018Do we have a track record in this space? And does it make sense for the brand? Would it make sense to consumers?\u2019 We want to avoid accusations such as greenwashing. So we have quite often referred to partners or taken external advice, or indeed [we] talk to our own employee resource groups around their thoughts. So that\u2019s the process we\u2019ve put in place, and it\u2019s worked very effectively.\u201d\u00a0<\/p><p><strong>CHANGE MANAGEMENT DURING A SPIN OFF<\/strong>\u00a0<\/p><p>The two wind the episode down with talk of Kellogg\u2019s historic split into two businesses \u2014 a time Gr\u00e1inne calls \u201cphenomenally exciting,\u201d explaining how they ushered employees through the changes.\u00a0\u00a0\u00a0<\/p><p>\u201cThere has been a regular cadence of comms, have been town halls, have been surveys,\u201d she says. \u201cAnd the company has been very open and honest throughout the process. Even when we didn\u2019t have a lot of news, we engaged. And I think that has brought people through the change. I think people are optimistic for the future, and I think it\u2019s been a masterclass in how to do it.\u201d\u00a0<\/p><p><strong>AUTHENTICITY FOR THE WIN<\/strong>\u00a0<\/p><p>Linda closes by asking Gr\u00e1inne a few rapid-fire questions, including what her superpower is, to which she replies, \u201cI don\u2019t think I have a superpower to be honest. What I would say is, I\u2019m always authentic. I think it\u2019s great to work with people you like and to be kind. Even if it\u2019s a demanding, high-paced environment, I try to be authentic. I try and meet people where they are and understand what\u2019s going on in their personal lives, and at the same time deliver for the business.\u201d\u00a0<\/p><p>Give \u201cRed Sky Fuel for Thought\u201d a listen, and subscribe to the show on\u00a0<a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/red-sky-fuel-for-thought\/id1533908731\" target=\"_blank\" rel=\"noreferrer noopener\">iTunes<\/a>,\u00a0<a href=\"https:\/\/open.spotify.com\/show\/2vWGLkUBs64ETBIqBj0aRB\" target=\"_blank\" rel=\"noreferrer noopener\">Spotify<\/a>\u00a0or your favorite podcasting app. Don\u2019t forget to rate and review to help more people find us!\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4c88e2cb e-flex e-con-boxed e-con e-parent\" data-id=\"4c88e2cb\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-71445f97 elementor-widget elementor-widget-global elementor-global-7964 elementor-widget-heading\" data-id=\"71445f97\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">More of our news<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-59244f92 elementor-grid-3 elementor-grid-tablet-2 elementor-grid-mobile-1 elementor-widget elementor-widget-global elementor-global-8023 elementor-widget-loop-grid\" data-id=\"59244f92\" data-element_type=\"widget\" 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We\u2019re certainly making it a theme of our own strategy because we\u2019ve used episode 36 as an opportunity to roll out a new series called Behind the Brand. Rather than [&hellip;]<\/p>","protected":false},"author":2,"featured_media":10438,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-10436","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Behind the Kellogg\u2019s Brand with Gr\u00e1inne O\u2019Brien: Ep. 36 of Red Sky Fuel for Thought Podcast - HAVAS Red | PR, Social Media, Experiential, Content<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/havasred.com.ua\/en\/behind-the-kelloggs-brand-with-grainne-obrien-ep-36-of-red-sky-fuel-for-thought-podcast\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Behind the Kellogg\u2019s Brand with Gr\u00e1inne O\u2019Brien: Ep. 36 of Red Sky Fuel for Thought Podcast - HAVAS Red | PR, Social Media, Experiential, Content\" \/>\n<meta property=\"og:description\" content=\"In our\u00a0annual predictions report, we said 2023 is the year in which Behind the Brand will become a staple theme in every content marketing strategy. We\u2019re certainly making it a theme of our own strategy because we\u2019ve used episode 36 as an opportunity to roll out a new series called Behind the Brand. 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