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Del Monte Taps Lead Digital Agency

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Catalyst:SF said it has added lead digital agency chores on Del Monte Foods following a review.

Spending was not disclosed, but is likely in the $1-2 million range. Both client and agency are in San Francisco. All told, Del Monte spends about $15-20 million in annual domestic measured media, per Nielsen.

Catalyst will now manage digital strategy, media buying and planning across all client brands, including the namesake Del Monte line as well as S&W, Contadina, College Inn, Meow Mix, Kibbles 'n Bits, 9Lives and Milk-Bone, among others.

Bill Pearce, client svp, CMO, said "creating a meaningful and engaging dialog with our consumers" is paramount.

Added Cory Treffiletti, agency president and managing partner: "Del Monte's impressive portfolio includes some of the country's most recognized and cherished brands. To be selected...to represent these brands and drive the equity behind them is very gratifying."

Other review contenders were not disclosed. The client had previously worked with Agency.com on aspects of its digital marketing.

This marks the second agency move in recent weeks by the client, which recently expanded its relationship with independent Smith Brothers Agency in Pittsburgh, awarding that shop integrated marketing chores across its brand portfolio.

Since joining Del Monte last May, Pearce has attempted to juice-up the brand's advertising, eschewing typical category themes for a somewhat more creative approach.


Source: Adweek.com