OMD beats Universal McCann to Nestle Purina media

LONDON - OMD UK has picked up the £4m media account for Nestle's Purina petfood division, defeating Universal McCann to pick up the centralised business.

The appointment comes four months after DDB Worldwide was handed the creative brief.

Nestle Purina produces brands such as Friskies dog and cat food and the Felix petfood range.

Felix made its TV sponsorship debut earlier this year by tying up with ITV1's Sunday evening show 'You've Been Framed'.

The Nestle Purina division was formed last December when Nestle acquired the US petfood giant Ralston Purina for £7.4bn. Nestle has ambitions to challenge Mars as the world leader in petfood.

The Swiss company estimates the global petfood market is worth £24.5bn.

The review was overseen by Nestle UK media manager Stuart Cox, who took charge of all Nestle's media activity earlier this year.

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