- Elaine Wong

Del Monte Foods has consolidated consumer promotions and shopper marketing duties under two different agencies for both its pets and consumer goods units, the company confirmed today.

Catapult Action-Biased Marketing will oversee the consumer goods side, which includes brands like Del Monte, College Inn, Contadina and S&W.

Draftfcb in Chicago adds consumer promotions and shopper chores on the Del Monte pets business. The agency's West Coast operations last year gained lead status on the client's traditional pet food advertising account. Del Monte's pet brands include Meow Mix, Kibbles 'n Bits, 9Lives, Milk-Bone and Pup-Peroni.

The move is part of the company's efforts to better streamline marketing resources and "produce best-in-class marketing programs that deliver on the company's accelerated growth plan," per Del Monte.

"These new agencies will serve as strategic partners -- working with Del Monte Foods brand teams to develop and executive programs that resonate with consumers and customers," CMO Bill Pearce said in a statement.

CABM has offices in Westport, Conn.; Nashville, Tenn.; Bentonville, Ark.; Phoenix; and Los Angeles. 


Nielsen Business Media