OMD has won the PetSmart media planning and buying assignment after a review, the agency has confirmed.
The pet supply chain has increased its ad spending over the last several years. In its most recent annual report (2012), the company stated that total advertising expenditures, net of vendor allowances for advertising agreements, and including direct-response advertising, were $117.6 million, $95.9 million and $83.5 million for 2012, 2011 and 2010, respectively.
The account was previously handled by KSL, which won it in January 2012. But the agency filed for bankruptcy last fall. In the interim, media duties were handled by Bernstein-Rein, the client’s creative shop.
OMD pitched the business from its Chicago office, which will handle the assignment. Search duties will continue to be handled by iCrossing, also out of Chicago.
PetSmart generated net sales of $6.9 billion in 2013. It operates 1,333 pet stores in the United States, Canada and Puerto Rico.