PURINA PET FOOD BRAND SHIFTS TO FALLON

Incumbent Lowe Loses $26 Million Account

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NEW YORK (AdAge.com) -- Ralston Purina Co. is moving its pet food brand Purina O.N.E. account from Interpublic Group of Cos.' Lowe Lintas & Partners, New York, to Publicis Groupe's Fallon Worldwide, Minneapolis.

Incumbent Lowe competed against Ralston roster shops Interpublic's Dailey Associates, West Hollywood, Calif.; independent Avrett, Free Ginsberg, New York; Fallon; and in-house shop CheckMate for the business.

Ralston Purina spent $26 million in 2000 to promote various products including cat food, dog food and biscuits under the Purina O.N.E name, according to Taylor Nelson Sofres' CMR.