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Publicis & Hal Riney won creative responsibilities for Purina Beneful dog food, sources said.
The Nestlé brand was the last of the company’s dog food products handled by long-time agency, Fallon, which did not defend. Beneful spent $52 million in measured media advertising in 2013, according to Kantar Media.
Fallon had worked on Purina dog food brands for more than 25 years. The Minneapolis shop most recently also handled Purina Dog Chow, which quietly shifted to Publicis Groupe’s Leo Burnett, another Nestlé roster shop that handles Purina Pro, according to sources.
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