BBDO Picks Up $25 Mil. PetPlace.com Account

PetPlace.com, a new site that is aligned with Pets.com, has selected BBDO as its agency of record.
The client estimates that it will spend $25 million on advertising, which will begin rolling out in the second quarter.
PetPlace.com was founded by Dr. Jon Rappaport, a veterinarian who owns a group of veterinary facilities in Florida, called Florida Animal Health Hospitals.
Scott Messinger, chief marketing officer with PetPlace.com said the agency conducted an informal review. “We spoke to many agencies,” said Rappaport who declined to identify the candidates.
According to Rappaport, the agency’s top management, Phil Dusenberry, Ted Sann, Bill Katz,
along with director of business development Janet Lyons and a BBDO creative team met with him. “It was a great bunch a people, who really understood our vision and our goals,” said Rappaport. “We felt that when it comes to getting across emotion, they are leaders in that space.”
The site is a “strategic partner” to Pets.com, according to Rappaport, offering professional advice and information about pets. “We have created the only total life solution for the pet and pet owner,” said Rappaport. “Customers can come to our site and get anything they need, not just pet food and pet products, but also knowledge to keep their pets healthier and happier.”
Rappaport said the site eventually plans to offer pet consultations with veterinarians for a fee. Currently, there is a “button” on the Pets.com site that leads a user to PetPlace. Pets.com has purchased a minority stake in PetPlace, which has so far been funded largely by Rappaport.