The account is estimated to be worth $14.6 million.
Effem conducted a review of its business, which included the account's incumbent, MediaVest Worldwide, part of Publicis Groupe. Also competing for the business were MBS, part of Grey Global Group; M2 Universal, part of Interpublic Group of Cos; and Mediaedge:cia, part of WPP Group.
Effem markets pet food products such as Whiskas and Pedigree, confection such as M&Ms and food products such as Uncle Ben's rice. OMD had been a contender for the business when it was last in review in October 2000.
Effem could not be reached immediately for comment.