P&G hires MS&L for pet food brief across Europe

The agency won the newly created account, which has been set up to better co-ordinate and promote its upmarket dog and cat food brands Iams and Eukanuba – after a pitch against undisclosed P&G rostered agencies.

P&G uses various agencies to promote Iams and Eukanuba across Europe – including retained agency Good Relations in the UK – and MS&L has been hired to better co-ordinate PR activities from country to country.

MS&L declined to comment on the remit, aside from confirming that the account would be run out of the agency’s consumer practice in London, reporting to P&G’s ‘global business unit’ in Geneva, Switzerland.

Iams was this week bracing itself for the annual protests that accompany its presence at dog show Crufts, when animal rights protestors are expected to accuse it of funding cruel experiments on animals.

P&G states that it aims to ‘eliminate even minor pain or discomfort’ for cats and dogs involved in its research.