Pet brand Pedigree in digital overhaul

LONDON - Pedigree, the dog-food, events and pet accessories brand owned by Mars, is reviewing its digital ad arrangements.

Pedigree...reviewing digital ad arrangements
Pedigree...reviewing digital ad arrangements

A number of undisclosed digital agencies pitched for the business last week.

Pedigree is expected to decide on a new agency at the end of this week.

The digital account spans ?e-commerce, retail work, strategy, advertising, digital content and social networking.

The pet brand is expected to target the millions of pet-lovers who buy products online or form part of web-based communities.

There is no retained incumbent agency on the business - previous digital work was handled on a project basis by a variety of agencies.

JoshuaG2 handles below-the-line work for Pedigree, while TBWA\London oversees the company's above-the-line business.

Neither agency is involved in the digital pitch.

Media planning and buying is handled by ZenithOptimedia, which is also unaffected by the digital review.

A Mars spokesman said: "We are unable to comment on this matter at present."