TBWA Worldwide wins Pedigree Petfood task

TBWA\Worldwide has further strengthened its position on the Masterfoods roster after being awarded the £55 million global creative account for its flagship Pedigree Petfood dog food brands.

The account, which moved without a pitch following a decision made in the US, was handled by Grey Worldwide. The pan-European Pedigree business will now be run from TBWA\London.

Andrew McGuinness, the chief executive of TBWA\ London, said: "We are delighted. This win further builds our reputation in the FMCG sector - particularly with a client of Masterfoods' status."

TBWA already handles a number of Masterfoods pet brands including Chappie, Pal and the pan-European account for the cat food brand Whiskas. As one source close to Pedigree suggested: "TBWA is flavour of the month."

The move follows last week's decision by Masterfoods to shift its £60 million global business for Skittles and medicated confectionery brands including Tunes and Lockets from the BBDO network into TBWA.

The redistribution of the business is in line with the parent company Mars' policy of giving extra work to roster agencies that it deems to be performing well and in order to keep the thinking behind its brands constantly refreshed.

The realignment is being interpreted as a reward for TBWA, which resigned its pan-European Cadbury business 18 months ago to take on a number of the Mars-owned Masterfoods petcare brands.

TBWA's new account wins more than double the amount of Masterfoods work the network now handles and threatens the hold that Grey and BBDO have on the remaining portfolio.

Grey handles brands including Mars, Galaxy and Twix while BBDO is responsible, through its Minerva subsidiary in the UK, for brands including Maltesers and the Uncle Ben's portfolio.