PetSmart Seeks a New Agency for Media

Search begins after KSL Media bankruptcy filing

PetSmart is looking for a new agency to plan and buy media, following the Chapter 11 bankruptcy filing by incumbent KSL Media last month, sources said.

The country’s largest specialty pet retailer awarded its business to independent KSL in January 2012.

Last year, PetSmart spent nearly $90 million in media, according to Nielsen. That amount does not include digital spending, however. The Phoenix-based company is not believed to be using a search consultant.

PetSmart and KSL could not immediately be reached.

KSL 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 creative lead Leo Burnett. (In 2008, Burnett was replaced by Bernstein-Rein after a review.)

In May, KSL’s largest client, Bacardi, which spent more than $130 million annually, left the agency for Mindshare, part of WPP’s GroupM unit.

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