PetSmart Names Deutsch LA Its Agency of Record

Retailer spent nearly $241 million on media in the U.S. last year

A man and a woman on a couch with a dog on the man's lap
PetSmart has a new agency of record.
PetSmart

PetSmart has named Deutsch L.A. its agency of record following a review, according to people familiar with the matter. The brand and agency declined to comment.

It’s the retailer’s first agency of record in five years. GSD&M briefly worked on the chain after winning the account in 2014, but PetSmart ultimately chose to part ways with the Omnicom-owned shop the following year.

The chain has historically handled much of its advertising internally, although independent agency Triptent has created campaigns for the brand in recent years, such as the spot below that shows a teenage boy wooing his crush with a “dog-friendly date night.”

The appointment comes less than a year after Will Smith joined PetSmart as senior vice president and chief marketing officer. Prior to joining PetSmart, which is headquartered in Phoenix, Ariz., he served as chief marketing officer of Abercrombie & Fitch.

Last year, PetSmart chose Cincinnati-based Empower to handle traditional media planning and buying in the U.S. The company spent nearly $241 million on media last year in the U.S., according to Kantar Media, which doesn’t track spending on social channels.

In 2017, PetSmart acquired pet food and product site Chewy for $3.35 billion.

Deutsch L.A. was named creative agency of record for Behr Paint in September. The IPG-owned agency went through a number of executive shake-ups last year. In July, it appointed Ivan Perez-Armendariz to evp, head of experience, and promoted Doris Chung to executive creative director. In December, it elevated Brett Craig to the role of chief creative officer.

The agency lost the Volkswagen account in 2018 and split ways with Target last year. In April, the agency furloughed and laid off 10% of staff due to the business impact of Covid-19. At the time, a spokesperson for the agency said it was a “difficult but necessary step for us during this unprecedented time.”

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