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.