Anomaly fetches Petco creative
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The year of the dog might be ending soon but it’s only just beginning for Anomaly. Petco has tapped the MDC Partners shop as its new creative agency of record, three months into the tenure of the pet retailer’s new chief marketing officer Tariq Hassan.
In recent years, Petco has done projects with Vitro, another MDC Partners agency. Petco is also reviewing its media account. Currently, the retailer’s in-house media team works with Portland-based Sq1 on digital media, according to a spokeswoman.
Under pressure from startups, like high-end pet food supplier the Farmer’s Dog, a host of animal-focused tech innovators, and even Amazon, which has its own pet food line Wag, traditional retailers like Petco have been forced to pivot to remain relevant to pet owners, of which roughly 40 percent are millennials, according to the American Pet Products Association.
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