Collective Digital Studio will work with Purina to create content for its YouTube channel Petcentric beginning in July, according to sources.
The video initiative has only attracted some 800 followers since launching in 2008.
CDS, a video maker that specializes in reaching millennials, has worked with numerous brands, perhaps most notably concocting Electronic Arts' Node channel. Now it's Purina's turn, and Altimeter media analyst Rebecca Lieb said the pet food brand likely wants to reach people who are turning their attention away from TV.
"There is real synchronicity between branded content and anything pet-related on the Web," Lieb said.
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