Publicis & Hal Riney Go to the Dogs with Purina

By Shawn Paul Wood 

beneful

Last year was a good year for Purina’s Beneful dog food, which spent more than $52 million in measured media advertising. Fallon was at the helm of those buys, as they were with Purina One for more than 25 years.

Today, Fallon has neither brand.

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Interpublic Group’s Avrett Free Ginsberg scored Purina One, and now Publicis & Hal Riney have won the creative for Beneful. While no one of note at Publicis & Riney could be reached for comment, Fallon was happy to say this about its quarter-century shaggy-dog story:

Agency CEO Mike Buchner said of the brand’s departure: “It has been an honor for Fallon to have represented Purina’s core dog food brands for over a quarter of a century. We are proud of the brands we’ve built together and the work we’ve created that has helped drive their business forward for decades.”

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