Nestle seeks new EU PR partners for Purina animal health brand

Nestle is seeking a new European corporate PR partner for its Purina PetCare brand, a leader in the animal health sector.

A spokesperson from the company has confirmed to the Holmes Report that it is currently in talks with five agencies – Burson-Marsteller, Edelman, Grayling, MSLGroup and Weber Shandwick – regarding the brief. All five currently handle other Nestle PR activities.

The firm handed the US contract for Purina PetCare to Burson-Marsteller last year, with Edelman and MSLGroup also thought to handle Purina activity. This will be the first time the company has hired a PR firm to oversee the brand at a European level.

Present in 35 EU countries, the Purina label encompasses brands as Felix, Purina One, Darling, Beneful. It is estimated that Nestle's pet care unit accounted for $11.9 billion (7.17 billion pounds) in sales last year, or about 12 percent of the overall group total.

Purina employs an expert team of 350 nutritionists, scientists, veterinarians and animal behaviourists, working across a wide range of initiatives at four major centres in Europe and the US.