The work had been handled on a project basis by a pool of agencies that included CIA Medianetwork (now WPP Group's Mediaedge: CIA) and Bcom3 Group's Starcom Media and Giant Step, Chicago. Interpublic Group of Cos.' Universal McCann currently handles Nestle's media buying and planning.
Nestle is combining the acquired brands, including Pro Plan and Purina O.N.E., with Nestle pet food brands in a unit named Nestle Purina PetCare.
One media executive suggested a creative review will likely follow as a result of the merger. Publicis Groupe's Fallon Worldwide, Minneapolis; Avrett, Free Ginsberg, New York and in-house shop CheckMark Communications handle Purina brands. Nestle's creative shops for pet food include Interpublic's McCann-Erickson Worldwide, Los Angeles, and Dailey & Associates, West Hollywood, Calif.
Calls to Nestle executives were not returned.