Kellogg's outsources digital marketing to Indian supplier

Food giant Kellogg's has outsourced the management of its digital marketing platform to Mindtree. The Indian IT services firm will use security and cloud technologies to support Kellogg’s digital marketing platform globally. 

The digital platform enables Kellogg's, which had sales of $14.8bn in 2013, to engage with customers in real-time.

Work will be done from Mindtree’s delivery centre in Gainesville, Florida; the US-based team will work with other global offices for round-the-clock service.

Erik Kamman, senior IT director at Kellogg's Company, said: “Mindtree has brought a metrics-driven approach to supporting our digital marketing platform, which is speeding up our ability to deliver, allowing us to focus on delivering superior marketing capabilities.”

Mindtree's integrated IT infrastructure management and services platform, known as MWatch, will provide service availability to all consumer-facing activity globally. It specialises in e-commerce, mobility, cloud enablement, digital transformation, business intelligence, data analytics, testing, infrastructure, application integration and ERP solutions.

In Europe, customers include fashion retailer Esprit, which outsourced the management of its suite of SAP applications to Mindtree. The IT services firm monitors and supports applications in 300 stores and 7,500 points of sale in Europe, and provides retail business expertise to improve processes.

The company is one of a group of India-based IT services firms attempting to catch up on the country’s established top tier of suppliers. These include Tata Consultancy Services, Infosys, Wipro and HCL. 

Ashok Soota, a co-founder of Mindtree, is a pioneer of the Indian offshore IT services model and former president of Wipro during the 1980s and 1990s. He is no longer with Mindtree and he set up Happiest Minds Technologies in 2011.