Banjo Advertising has expanded its remit with Nestle Purina, taking creative duties for the Fancy Feast brand from Ogilvy.
Ogilvy is still the major retained agency for Nestle Purina, however Banjo has been slowly enlarging its position on the Nestle Purina roster since last year.
The agency's first campaign for the Fancy Feast brand is set to launch this Sunday.
Last year, AdNews revealed exclusively that Banjo had won some work with Nestle Purina. At the time, the brand denied Banjo had been appointed on a retained basis, and said the agency had been appointed to a strategy project.
Nestle Purina head of grocery – sales and marketing, Nicole Battistessa, told AdNews today that Banjo has since become a retained creative agency, while Ogilvy remains the major partner. She said Banjo was initially retained to work on pet speciality brands.
However, in an internal pitch process between the two retained agencies, Banjo has taken the Fancy Feast account from Ogilvy, enlarging its position on the Nestle Purina roster.
Battistessa said, “I don't like to think of it as a pitch because it was an internal process between retained agencies. They both presented us with ideas and we decided to go with Banjo.”
Battistessa was quick to point out the size of the Ogilvy account has not diminished, because the agency has been handed work for a newly created product called Purina Ruffs.
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