Purina Mills Hits for Left Field

Left Field Creative won the Purina Mills Horse Business Group account with creative that a client executive expects will jump out in a mundane category.

The St. Louis agency was chosen following a review that included five other contenders and is working on a print campaign for December issues of horse-enthusiast publications.

Left Field’s presentation focused on arty, dual-toned, athletic shots of horses, said John Hamilton, senior marketing manager at the St. Louis-based client.

The group wants to break out of the standard template for horse-feed advertising, which generally shows a horse jumping a fence, said Hamilton.

With that in mind, the group contacted small shops with good creative reputations, “folks that are not so traditional,” through consultant Harry Web er, said Hamilton.

The group had worked with Osborn & Barr Com muni cations, Clayton, Mo. Creative differences led to a split and the agency was not invited to take part in the review, Hamilton said.

Hamilton declined to name contenders, but Core in St. Louis was thought to be a finalist, sources said.

Spending is estimated at about $1 million.