PEDIGREE PET FOOD ACCOUNT SHIFTS TO TBWA

Move Is Part of Masterfoods USA's Agency Realignment

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NEW YORK (AdAge.com) -- Mars Inc.'s Masterfoods USA said it selected Omnicom Group's TBWA Worldwide, Playa del Rey, Calif., to handle global creative for its Pedigree pet food business.

Another pick up for TBWA
The move comes without a review and is

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"in keeping with the realignment strategy to employ critical mass among agency partners," said a Mars spokesman. Mars last year shifted global responsibilities for Whiskas and Skittles brands to TBWA.

The Pedigree account had been at Grey Global Group's Grey Worldwide, Los Angeles, since 1995.

Domestically, Pedigree received $42 million last year, though one person familiar with the account said it could total $150 million in spending.

Masterfoods is headquartered in Hackettstown, N.J.