• by Gavin O'Malley  @mp_gavin, April 7, 2009

Shifting the entire focus of the agency, privately-held Catalyst:SF today is expected to announce that is has been named the digital agency of record for San Francisco-based Del Monte Foods.

"This now represents our biggest account, which I think contributed to the win because we can give their brands so much focus," said Cory Treffiletti, Catalyst:SF's president and managing partner.

Omnicom's Agency.com has served as Del Monte's interactive agency of record since March of 2006.

Beating out more than a dozen top agencies including Organic, Avenue A | Razorfish, and AKQA, Catalyst:SF will manage digital strategy and digital-media planning and buying for all Del Monte Foods brands, including Del Monte, S&W, Contadina, College Inn, Meow Mix, Kibbles 'n Bits, 9Lives, Milk-Bone, Pup-Peroni, Snausages and Pounce.

According to Treffiletti, each brand requires a unique combination of the various resources that Catalyst:SF and its industry partners have at their disposal.

"We were chosen because of our background in packaged goods, digital media, and our strong track-record of working well with other agencies," Treffiletti said. "That's critical to executing a broader digital strategy."

According to Bill Pearce, SVP and chief marketing officer for Del Monte Foods, that overarching strategy now involves, "creating a meaningful and engaging dialog with our consumers."

Without going into specifics, Treffiletti said social networks and other social initiatives therefore represented a large part of the agency's broader plans for Del Monte's brands.

A hybrid marketing services consultancy, Catalyst:SF was founded in 2007 by Treffiletti and John Durham.