Fallon Named Agency of Record for Alpo

Win Is Latest Boost for Shop That Has Been Rocked by Client Defections in Recent Years

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CHICAGO (AdAge.com) -- Building on a recent winning streak, struggling Fallon, Minneapolis, today won agency-of-record responsibilities on Purina's Alpo brand.

Work for Alpo is scheduled to break later this month.
Work for Alpo is scheduled to break later this month.
Fallon already handled a number of Purina's pet-care brands, including Dog Chow and Puppy Chow, and the Alpo brand isn't particularly large, with measured-media spending of just less than $1 million in 2007, according to TNS Media Intelligence. However modest, it's the latest bit in a growing string of good news at an agency that had been devastated by major client defections such as Citi, Lee Jeans, United Airlines and BMW in recent years.

'Permission for dogs to be dogs'
In recent months the agency has added Boston Market, Abu Dhabi Bank and Totino's frozen pizzas (the latter a small brand that nonetheless gives the agency a foothold in General Mills' coveted roster). The former hot shop has also garnered some buzz for its recent work for Travelers insurance and The Ladders employment website.

Work for Alpo is scheduled to break later this month.

Here's a glimpse of the strategy: "We've all seen the picture of the dogs playing poker. That was our brief," said John King, Fallon's director of brand innovation in a release. "That photo represents the Alpo brand and the Alpo dog. We believe dogs haven't changed; people have, and people changed dog food to meet their needs. Alpo is going to call a timeout and give permission for dogs to be dogs again."

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