Martin/Williams Is Pet-Supply Co.’s First Agency

Martin/Williams has become the first advertising agency in the 20-year history of pet-supply company Drs. Foster and Smith.

While the Rhinelander, Wis., firm has been growing steadily over the past five years, “we realized we need more dedicated marketing efforts for continued growth,” said corporate communications manager Joseph Voellinger.

Client officials met with one other Minneapolis shop, Fallon, before awarding the account to M/W, Voellinger said. M/W’s experience with catalog specialist L.L. Bean and agricultural firm Syngenta appealed to Drs. Foster and Smith executives, he said.

Billings will not be known until the agency can make a full assessment of the client’s needs, M/W executives said.