Petco announced it has selected Anomaly as its creative agency partner to help lead the pet retailer’s marketing and brand transformation strategy. New York-based Anomaly was selected through a review process initiated in Fall 2018 and managed by MediaLink.
The news comes directly on the heels of Petco’s industry-first announcement that it will remove all dog and cat food products containing artificial ingredients from its shelves by May 2019. Along with Petco’s marketing team—led by recently appointed Chief Marketing Officer, Tariq Hassan—the agency will help drive the brand’s continued marketing evolution as it seeks to differentiate its business and meet the evolving demands of consumers.
“The Anomaly team has demonstrated tremendous passion for our brand, a deep understanding of our consumer, and the strategic prowess to unlock future growth opportunities for Petco,” said Hassan. “Their perspective on the unique relationship between technology and creativity in today’s marketing landscape will be critical to establishing Petco as a cultural leader among the pet parent community.”
Anomaly has been charged with delivering bold creative ideas and counsel on Petco’s omnichannel and consumer engagement strategies, with a targeted focus on digital.
“This is a rare and special opportunity that we simply had to do—an ambitious vision, a smart and collaborative client plus the responsibility of playing a pivotal role—it doesn’t get much better,” said Anomaly CEO Carl Johnson.
Anomaly will begin working with Petco immediately, adding to the retailer’s agency partner roster, which also includes Edelman Public Relations, who recently led them through their recent industry-first nutrition announcement.