MAXXMEDIA GOES TO THE DOGS
By Adnews Staff
Ralston Purina Canada Inc. of Mississauga, Ont. has decided to bark up a different tree. The company has hired MaxxMedia Inc. of Toronto to handle the media portion of its ad account. The agency was hired earlier this month after a review with David Cairns & Company and TBWA Chiat/Day, both of Toronto. "We were impressed by the insights MaxxMedia demonstrated on our business, their 'can do' attitude and their ability to provide added value," consumer communications and product strategy vice-president Karen Kuwahara says in a release. The incumbent on the media business was David Cairns & Company. The creative portion of the business is handled by Roche, Macaulay & Partners Advertising of Toronto. Ralston Purina markets pet food. Its main brands include the Purina Cat Chow family, the Purina Dog Chow family, Pro Plan, Purina ONE and Purina Maxx. MaxxMedia is owned by Vickers & Benson Companies Ltd.