Royal Canin names McKinney agency of record - McKinney

Royal Canin names McKinney agency of record

April 22, 2013

Royal Canin, the global leader in pet health nutrition, has tapped McKinney as agency of record for their U.S. business, effective immediately. The agency will provide creative services for print, digital and point-of-purchase material for Royal Canin’s science-based products, recognized as the most precise nutritional solutions for cats’ and dogs’ health needs.

“McKinney’s creative and strategic offering makes them a perfect fit for our growing brand,” said Keith Levy, president of Royal Canin USA. “The quality of their leadership, their hunger for creating talked-about work in the marketplace and their understanding of our business will help take Royal Canin to the next level in the U.S. We’re looking forward to their partnership.”

Levy added that McKinney’s newness to the pet category did not deter him from tapping the agency. “In fact, it’s one of the reasons we selected McKinney. From our earliest encounters, McKinney showed amazing learning agility and an insatiable curiosity about our business. I’m looking forward to unleashing their level of energy and creativity in such a traditional category. It’s going to be a lot of fun.”

“We love to turn categories on their heads, and Royal Canin has been doing that unabashedly for years,” said Brad Brinegar, chairman and CEO of McKinney. “They’re outliers when it comes to following the popular trends in their industry, opting instead to satisfy the needs of the pet and not the desires of the pet owner. That’s a provocative, powerful stand we plan to explore in order to bring pet owners and Royal Canin together in unexpected and delightful ways.”

About Royal Canin

Royal Canin USA is a leader in science-based cat and dog health nutrition. Founded by a veterinarian in 1968, Royal Canin has more than 40 years of experience in delivering individualized nutritional solutions. In collaboration with an expert team of nutritionists, breeders and veterinarians from around the world, Royal Canin places cats and dogs at the central point of the innovation process. The Royal Canin product line offers a range of diets based on size, age, breed, lifestyle and therapeutic requirements. Royal Canin diets are available at veterinary hospitals and pet specialty stores nationwide.

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About McKinney

McKinney was recently named the most effective independent advertising agency in the world by Effie Worldwide and Warc. The agency also took home Best in Show at the 2012 IAB MIXX Awards that honors the best creative digital advertising in the world. Over the past year, McKinney has won 49 major industry awards, including five Effies, a Cannes Cyber Lion, six One Show Pencils, six IAB MIXX Awards, a Webby and best-in-show website at the OMMA Awards. Founded in 1969, Durham, NC-based McKinney is recognized for having one of the most innovative business models in the industry, focused on big ideas brought to life in powerful conversations between people and brands. McKinney has also been recognized as one of the best U.S. agencies, one of the Best Places to Work in Marketing & Media by Advertising Age, and one of a handful of agencies setting the standard for creativity by One Magazine. In addition to Royal Canin, the agency’s clients include Nationwide, Nationwide Financial, Travelocity, Samsung, Meijer, Sherwin-Williams, Gold’s Gym, Mizuno, CenturyLink, Dognition, Big Boss Brewing and Urban Ministries of Durham. McKinney is part of Cheil Worldwide, one of the world’s leading marketing communications networks with 55 offices in 30 countries, and has expanded its East Coast footprint by opening an office in New York.