Nestle Purina Pet Car Consolidates Accounts

CHICAGO — Nestle Purina Pet Care has consolidated its advertising duties at three shops, with Publicis Groupe’s Fallon taking a lead global role on several brands, the company said.

Fallon’s Minneapolis headquarters will take on global responsibilties for the Purina brand as well as Dog Chow, Puppy Chow, O.N.E, which it has handled domestically. The shop will also add global responsibilities for Pro Plan dog food.

DDB Worldwide has picked up European duties for Cat Chow, Kitten Chow, Friskies and Gourmet. Avrett Free & Ginsberg will handle Fancy Feast, Friskies, Cat Chow and Kitten Chow in North America, Latin America and Japan. Avrett Free & Ginsburg will work with McCann-Erickson World Group for the international duties, the company said.

Global billings on the brands were not immediately available.

Nestle has been consolidating brand assignments after acquiring St. Louis-based Ralston-Purina for $10.3 billion last December. Fallon parent Publicis Groupe handles several Nestle brands through its Publicis network. Nestle in April consolidated $375 million in media buying duties at Universal McCann after a shootout with Purina incumbent PHD in St. Louis.

Fallon also handles several snack brands for Nestle Purina. It was unclear if the agency would pick up global assignments on those brands as well.