Pedigree appoints Tequila for digital

LONDON - Mars has hired Tequila\London to handle digital advertising for its Pedigree pet-food brand after a three-way pitch.

Pedigree...TEQUILA\London appointed
Pedigree...TEQUILA\London appointed

The agency pitched against Hyper Happen and GT to secure the account. 

Tequila will now redesign the brand's website and work on digital ad activity.

The agency is also understood to have been briefed to create an overarching digital strategy for the brand to communicate its new global branding strategy. 

The initial work will involve web design and e-CRM, but the account will also span e-commerce, retail, strategy, advertising, digital content and social networking.

The move aligns the digital business for Pedigree into the TBWA Group.

TBWA\London handles the brand's above-the-line account. Digital campaigns were previously handled on a project basis.

Media planning and buying is unaffected by the review and remains with ZenithOptimedia. Joshua G2 retains the direct marketing account.

TBWA Group declined to comment.