DraftFCB Nabs Petco Creative

Move Follows Media Business Landing at Interpublic Sibling Initiative

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A month after Petco handed its media account to Interpublic Group of Cos.' Initiative, the pet-specialty retailer has named sibling DraftFCB the creative agency of record.

Petco's creative was previously handled by independent M&C Saatchi, which worked with the retailer since 2006. In mid-2010, DraftFCB, M&C Saatchi and independent Doner pitched in a review for project-based work. Draft won that review and the agency's role has now grown into AOR status. San Diego-based Red Door Interactive will continue to work on Petco's e-commerce business. DraftFCB's Orange County, Calif., office will handle.

"Petco is committed to making it easier for people to be great pet parents and to feed their pets the best nutrition, and we want to communicate that in engaging, fun and innovative ways," said PetCo chief marketing officer Elisabeth Charles. "As a marketing partner, DraftFCB Orange County understands our business and brings a fresh 360-degree point of view and creativity to marketing our brand. We've been happy with their work so far and we look forward to building on an already successful relationship."

Petco has more than 1,000 retail locations in the U.S. The retailer spent $16.8 million on measured media domestically in 2010, up from $10.4 million in 2009.

DraftFCB has experienced its fair share of ups and downs on the account front recently. Kraft last year pulled several of its brands -- Macaroni & Cheese, Jello, Cool Whip, A1 Steaksauce and Bull's Eye barbecue sauce -- but kept the shop as the global agency for one of Kraft's biggest brands, Oreo, as well as Club Social crackers and Kraft cheese. And SC Johnson, which has worked with DraftFCB since the 1950s, in December put its entire marketing account into review.

Yum Brands' Taco Bell, though, in November moved its digital work back to DraftFCB, the lead creative agency on the business, from Interpublic sibling R/GA. On the international front, DraftFCB was named the lead creative on Beiersdorf, which is the parent company of personal-care products Nivea and Eucerin, among others.

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