The agency won the account following a competitive pitch against three undisclosed agencies.
JPMH will be responsible for building a creative strategy across online, press, outdoor, retail and on-pack promotion for Beta, known as Dog Chow in the rest of Europe.
In the past Nestlé Purina has worked with raft of agencies including DraftFCB, DDB London and Life across its brands, which include Go Cat and Bakers.
Zsuzsanna Toth, European marketing manager at Nestlé Purina, said: "Our challenge was to find an agency that has the experience and flexibility, but most importantly the creativity to find new ways to make the brand known by delivering a fully integrated pan-European campaign.
"The remit will also include strategic brand re-positioning activity, aiming to build emotional connections with consumers and increase levels of commitment and advocacy across key European markets."