Purina brings on Burson as corporate agency

ST. LOUIS: Nestlé Purina PetCare has selected Burson-Marsteller as its PR agency partner for the corporate Purina brand, following a competitive review.

ST. LOUIS: Nestlé Purina PetCare has selected Burson-Marsteller as its PR agency partner for the corporate Purina brand, following a competitive review.

Burson was chosen after Purina conducted an RFP, according to sources with knowledge of the situation.

PRWeek reported last month that the company had issued an RFP to find a PR agency partner for the brand and was meeting with agencies.

Burson representatives declined to comment, and representatives from Purina did not respond to inquiries seeking comment.

In 2002, GolinHarris won PRWeek's Corporate Branding Campaign of the Year for its work on the Purina Pet Institute's Pet Healthiest Cities program. Golin also pitched consumer and business media in 2005 for Purina's Animal Advice mobile and online podcast initiative.

It is understood that Golin has handled corporate assignments as well as consumer PR work for brands including Purina One as part of its project-based work for the company.

Nestlé reported 5.4% growth in sales in the first quarter of 2013, year-over-year, to more than $23.5 billion. The company has fallen short of expectations for organic revenue growth in each of the past three quarters, according to The Wall Street Journal.

In June, Nestlé Purina PetCare bought pet-adoption site Petfinder from Discovery Communications. 

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