EHS Brann will develop direct marketing activity, including direct mail and online promotions, to boost sales of the cat food range. The CRM-focused work will then be adapted for specific markets by local marketing agencies.
The appointment is the latest of several shake-ups of Masterfoods' agency roster. At the beginning of last year, it moved the £55m Pedigree account out of Grey Global into TBWA Worldwide before removing Grey from its advertising roster in the autumn.
TBWA\London subsequently picked up the accounts for Twix, Galaxy and Starburst, while BBDO picked up the Mars, Milky Way and Delight brands.
However, Masterfoods said it would continue to work with Grey on its below-the-line business.
EHS Brann was appointed following a competitive pitch against five unnamed agencies. The deal is expected to lead to EHS Brann being hired to work on other Masterfoods brands, having secured a place on the roster.
At the end of last year, Masterfoods consolidated the UK direct marketing for its pet food brands into integrated agency Joshua. The review, handled by intermediary Agency Insight, involved the Whiskas and Sheba cat food brands and Pedigree and Cesar dog food brands.
Whiskas is the UK's biggest-selling cat food and was ranked 18th in Marketing's Biggest Brands survey (Marketing, 26 August 2004). Masterfoods spends about £50m on marketing its pet food across Europe.
Both EHS Brann and Masterfoods declined to comment.
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