AFG& Wins Purina Brands in Europe

Opens first overseas offices

AFG& has been awarded the creative lead on brands from Nestlé Purina PetCare Europe, expanding the Interpublic agency’s long-time domestic relationship with the company into all of its European markets.

AFG&, the rebrand of Avrett Free Ginsberg, prevailed in a review that included Publicis Groupe and Ogilvy & Mather. Included in the business are brands like Felix, Friskies Cat, Friskies Dog, Gourmet, Darling, Bakers and Winalot. The assignment was previously at DDB London, which could no longer handle it after the agency landed work from Purina competitor Mars Petcare last year in a global consolidation. Purina did not disclose spending on the brands in Europe.

AFG& set up hubs in London and in Geneva with five other service offices in Paris, Milan, Barcelona, Istanbul and Moscow. Amy Adams, managing director at AFG& N.Y., has taken on that role in Europe and is now based in Geneva. In the U.S., AFG& already works on Purina brands like Fancy Feast, Cat Chow, Friskies and Beggin' Strips.

“All my life I’ve been waiting for this kind of expansion,” said CEO Frank Ginsberg, who co-founded the agency in 1971.

The mid-sized N.Y. agency is having a good year in terms of adding new business: In addition to Purina, AFG& won the advertising for Stratasys, a new 3D printing technology in June and, in May, was named creative lead for Prestige Brand’s over-the-counter products including Chloraseptic, Clear Eyes, Efferdent, Compound W and Luden’s. (That business was previously with The VIA Group, Portland, Maine.)

Last year, AFG& expanded its creative leadership when former McCann Erickson N.Y. executive creative director Dave Moore joined as co-chief creative officer, sharing those duties with former ecd Joe Petruccio.