OMD Wins PetSmart Media Business

Follows incumbent KSL's bankruptcy

OMD Chicago won media planning and buying for PetSmart after a review following the bankruptcy of the marketer’s previous agency, KSL Media.

PetSmart spends around $90 million a year on measured media.

The country’s largest specialty pet retailer awarded its business in January 2012 to KSL, which filed for bankruptcy in September of that year. (In May, 2012, KSL’s largest client, Bacardi, which spent more than $130 million annually, left for Mindshare, part of WPP’s GroupM unit.)

Bernstein-Rein, Kansas City, Mo., named PetSmart’s creative lead agency in 2008, has been handling media in the interim. Digital agency iCrossing, Scottsdale, Arizona will retain search responsibilities for PetSmart. The shop's San Francisco office handles display.

OMD declined to comment; PetSmart could not immediately be reached.

KSL had inherited the account from Publicis Groupe’s Starcom, which added the media business in 2007 and worked on the brand alongside corporate sibling and PetSmart's then-creative lead Leo Burnett.