BIZ DEV: WellPet Taps USIM As Media Buying, Planning AOR

U.S. International Media (USIM) was named media planning and buying agency of record for WellPet, a manufacturer of natural pet food brands such as Wellness, Old Mother Hubbard, Eagle Pack and Holistic Select. USIM will support WellPet’s media and marketing activities related to their brands, with a specific focus on strategic development, media planning, media buying and market research. KSL Media, which went bankrupt in the fall, previously handled the account. Sources estimate spending at $15 million. “We were impressed with USIM’s insight into our business, strategic thinking, solid execution, and expertise,” stated Camelle Kent, vice president of marketing at WellPet.

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