Royal Canin consolidates PR, social under Olson

ST. CHARLES, MO: Mars pet-food brand Royal Canin has selected Olson PR as AOR for PR and social media following a competitive review.

ST. CHARLES, MO: Mars pet-food brand Royal Canin has selected Olson PR as AOR for PR and social media following a competitive review.

The brand began a review to “consolidate our PR and social media efforts across all of the different Royal Canin product lines and to better leverage the awareness we had gained in each of our distribution channels,” said Ann Hudson, director of communications and corporate affairs at Royal Canin, via email.

Before bringing on Olson, the company worked with Weber Shandwick and O'Malley Hansen Communications. Representatives from Weber were not immediately available for comment.

"I am confident that together with Olson, we will be very effective in spreading the word about Royal Canin's science-based nutrition via social media and PR,” added Hudson, in an email.

She added that Olson will help Royal Canin achieve its consumer engagement and brand awareness goals. 

Olson will place four core staffers on the account, with additional support coming from four other employees across the firm's emerging media, corporate communications, and creative teams.

The agency, which also works on Mars' Wrigley brand, will manage the Royal Canin business from its Chicago and Minneapolis offices. The account's length and budget were not disclosed.

“Royal Canin has a very credible and authentic story to share about its science-based approach, and we are looking forward to helping them engage and grow their brand community,” said Bryan Specht, president of Olson, in a statement.

Royal Canin still works with O'Malley Hansen Communications on its veterinary channel. The firm, which has been working with the brand since fall 2012, engages consumers and vets about Royal Canin products only available through veterinarians, said Kelly O'Malley, principal at the agency. 

Earlier this month, the Minneapolis-St. Paul Metropolitan Airports Commission selected Olson as its PR AOR, replacing long-time partner Padilla Speer Beardsley. Last September, Kraft Foods picked Olson as AOR for its Oscar Mayer brand following a review.

This story was updated on March 28 to clarify the role of O'Malley Hansen Communications.

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