Masterfoods Moves Pedigree to TBWA

NEW YORK Masterfoods is moving global creative duties for its Pedigree pet food brand to Omnicom Group’s TBWA Worldwide, the agency said on Friday.

Grey Global Group’s Grey Worldwide in Los Angeles has handled the account.

Masterfoods spent $60 million on Pedigree ads in the U.S. through November 2003, per Nielsen Monitor-Plus. Global ad spending is more than $100 million, sources said.

The assignment came without a review. TBWA\Chiat\Day in Playa del Rey, Calif., will act as lead office on the account; it already crafts ads for Masterfoods’ Whiskas cat food brand.

In December, the client shifted its Skittles candy brand from Omnicom’s BBDO in New York to TBWA\C\D in New York without a review and said it would give two new brands to BBDO this year.

Client representative Jeffrey Moran said the Pedigree move is “in keeping with the realignment strategy that will ensure critical mass among our agency partners.”