RETAILER PETSMART DROPS AGENCY, LOSES MARKETING CHIEF

Doner Is out as Account Moves In-house

By Published on .

SAN FRANCISCO (Adage.com) -- Marketing at high-flying pet retailer PetsMart is undergoing a major shakeup.

PetsMart spokeswoman Heather Robertson said Chief Marketing Officer Susanne Eiselsberg, hired last November, left the company last week. she declined further comment.

Ms. Eiselsberg is a veteran marketer who worked for Procter & Gamble Co. in Europe and was global brand director for the Coca-Cola Co., overseeing the worldwide relaunch of Fanta. Ms. Eiselsberg could not be reached for comment.

Done with Doner
At the same time, PetsMart parted with its ad agency, independent shop Doner. A spokeswoman said the retailer will continue to work on a project basis with a number of shops and would not conduct a review for the business. Doner, PetsMart spokeswoman Ms. Robertson said, "was a postitive contributor to our team" but that the marketer parted with the agency because its "needs changed."

Alan Kalter, Doner's chairman-CEO, said his shop was "told by PetsMart in September that they would be taking their creative in-house, and not conducting a review or hiring other agencies." The retailer continues to work with WPP Group's Mediaedge:CIA for media buying, Mr. Kalter said.

PetsMart spent $22 million on advertising last year, according to Taylor Nelson Sofres' CMR. The company's stock has been a strong performer recently, trading at mid-afternoon today at $20.36, its highest level since 1997.

In this article:
Most Popular