The $28 million PetCo advertising account review
Steve’s breakdown: Petco’s chief marketing officer is Elisabeth Charles and DraftFCB Irvine was the agency.
SAN DIEGO, CA: Major U.S. pet care chain Petco is reviewing its advertising business, according to sources.
The company, which has more than 1,100 stores nationwide, has contacted creative shops in recent weeks, sources said. The search is in its early stages.
Media spending on the brand exceeded $28 million last year, up slightly from about $26 million in 2011, according to Nielsen. Those figures don’t include online spending.
Media planning and buying don’t appear to be part of Petco’s search. That business was reviewed in late 2010 and shifted from Carat to Initiative in January 2011.
Draftfcb in Irvine, Calif. has worked for Petco since 2010. The shop initially handled projects for the retailer before becoming lead creative agency in early 2011. A few months ago, however, Draftfcb shifted back to project work, a source said. The Interpublic Group agency, which referred calls to Petco, is expected to take part in the review.
Petco’s chief marketing officer is Elisabeth Charles, who joined the company in early 2009. Before that, she was evp of marketing at Victoria’s Secret. Earlier in her career, she held marketing roles at Herbalife and Taco Bell.
Petco, which is based in San Diego, could not immediately be reached.
ACLink: PETCO Animal Supplies, Inc.