Retailer's Media Assignment Remains With Mediaedge:cia

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SAN FRANCISCO ( -- Pet supply retailer PetsMart, looking to reposition its brand, began a review for an advertising agency to handle creative for its nearly $30 million advertising account.

Creative only
The review, being conducted by Select Resources International, Santa Monica, Calif., is for creative only and does not include media services, which remains at WPP Group's Mediaedge:cia.

PetsMart, which has an in-house ad agency, is concentrating its search on shops within one time zone, effectively eliminating East Coast agencies. PetsMart is headquartered in Phoenix.

The marketer spent $28.5 million on advertising in 2002, and $21.6 million for the first 11 months of 2003. PetsMart, with 630 stores in the U.S. and Canada, as well as a catalog and Internet outlets, parted with independent shop Doner in 2002.