TBWA Worldwide scoops £55m Pedigree account

TBWA Worldwide has strengthened its position on the Masterfoods roster by scooping the global account for flagship dog food brand Pedigree from Grey Worldwide. It is understood to be worth $100m (&£55m).

The decision, which was made in the US, comes just a week after Masterfoods shifted its &£60m global Skittles and medicated confectionery business from the BBDO network into TBWA (MW last week). TBWA will handle the business from its Los Angeles office.

TBWA already handles a number of Masterfoods petcare brands, including Chappie, Pal and Whiskas. TBWA/London also worked on sponsorship for Pedigree branded events. Masterfoods says that the realignment of the Pedigree business is “in keeping with its strategy to ensure critical mass between its agencies”. The company is keen to reward the agencies that it believes are performing well for its brands.

The move raises doubts over the hold Grey Worldwide and the BBDO network have on the remaining Masterfoods portfolio. Grey handles a range of the company’s brands, including the Mars, Galaxy and Twix brands. The BBDO network also handles a number of accounts, including Maltesers and the Uncle Ben’s range, which is through Minerva in the UK. Masterfoods claims there are no immediate plans to realign any more business.