Leslie Adds PET Dairy, FNH as Clients

ATLANTA The Leslie Agency said that it has been named agency of record for Dean Foods’ PET Dairy as well as FNH USA.

The Greenville, S.C., shop has been agency of record for Mayfield Dairy of Athens, Tenn., also a Dean Foods brand, for 10 years. The shop said it was hired by PET of Danville, Va., without a review because of its industry knowledge and work for Mayfield.

“The opportunity to represent two of Dean Foods’ powerful dairy brands is an honor and a challenge,” said Carlos Jimenez, agency president and chief executive officer.

Jimenez added that Leslie’s goal would be building brand awareness in the Southeast for the PET Dairy brand. The agency will develop advertising and public relations initiatives and handle media planning and buying for the client.

FNH USA of McLean, Va., also chose Leslie without a formal review. David Golladay, former vice president and director of client services at Sprecher Berlatot & Co. of Milwaukee, left that agency and brought the FNH account to Leslie.

FNH is the U.S. military, law enforcement and commercial marketing and sales arm of FN Herstal S.A. in Herstal, Belgium. The company focuses on the tactical and personal protection and security segment of the market, the shop said.

Leslie said it would be responsible for strategic planning, advertising, collateral, public relations and media planning and buying for the client.

Billings details were not available for either client. PET spent $250,000 on advertising in 2002 and $100,000 in 2003, according to Nielsen Monitor-Plus.