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PetSmart, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




Phoenix-based PetSmart is a provider of products, services and solutions for the lifetime needs of pets. The company operates retail stores throughout North America. In addition to brand name pet supplies, PetSmart sells a wide assortment of pets including fish, cats, dogs and reptiles.

Main Telephone (623) 580-6100
Main Fax (623) 580-6502
Primary Address
19601 North 27th Avenue
Phoenix, AZ 85027
USA

PetSmart, Inc. Contacts

Contacts (5/30)
Name Title State
Joe O. Board Member AZ
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (623) 580-6100
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 19601 North 27th Avenue
Phoenix, AZ
85027
USA

Michael M. President & Chief Executive Officer AZ
Michael G. Senior Vice President & Chief Information Officer AZ
Rob A. Chief Financial Officer AZ
Ron C. Executive Vice President, Strategy, Initiatives & Real Estate AZ

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
PetSmart, Inc. *********
Authority *
Great Choice *
SophistaCat *
Top Fin *

Agency Relationships


Brand Agency Service From To
********* *** media buying & planning 2014 present
********, ***. *** media planning, media buying, digital 2014 present
********, ***. ********* digital unknown present
********, ***. ***** public relations unknown present
********, ***. ****, ***. Digital 2016 present

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Rumor Update – PetSmart takes digital media in-house, begins 2016 digital planning?


Subject: digital, print, TV, direct response, radio, outdoor

Company: Winmo profile) one of the largest speciality pet supply retailers in the US 

Update (11/11): After months of speculation, we’ve confirmed that digital media is moving in-house. So, continue to seek Q4 digital dollars through Omnicom’s OMD, media AOR since last year, but transition 2016 approaches to client side teams. Petsmart spends more than $100 million annually on advertising, with most buys occurring during Q2 and Q4, Kantar Media reports.

Even though digital is moving in-house, I wonder if and what amount of activity will still go through Accuen, Omnicom trading desk, meaning OMD may not be out of the digital picture completely.  We’ll keep you posted as we learn more, and uncover new in-house and potential Accuen contacts. 

As we’ve reported (more below), we’ve been told PetSmart’s 2016 digital media planning is just starting up, after months of post-acquisition turmoil at the retailer. An advantage should go to pets, shopping, news and arts & entertainment sellers targeting females and boomers, based on PetSmart's display trends this year and this segment's core customer demos. Married adults ages 55-to-64 and affluent female household decision makers ages 30-to-65 tend to spend the most on pets compared to other demos. 

Furthermore, don’t forget about securing digital revenue at pet product e-tailer Pet360,  which PetSmart acquired last year (research here). In fact, DigitasLBi media veteran Stacy Seebode recently joined Pet360 as director of media and strategy. She was media VP at the Publicis agency for the last five years. 

Additional Insight

Media Spend: Almost all of PetSmart's annual ad budget goes to broadcast. Digital makes up the bulk of the remainder, followed by network radio and out-of-home (OOH), according to Kantar.

TV Breakdown: Partners in Pethood” campaign at the end of February (see targeting right). For 2014, $70.7 million went to national TV ads, down from $86.6 million in 2013. Similarly, both years, the retailer targeted female lifestyle/entertainment programming and primetime Boomer focused shows (NCIS and CSI, for example). 

Digital Breakdown: Since the launch of “Partners in Pethood,” PetSmart's desktop display has been heavily targeting pets, shopping, news and arts & entertainment publishers. Top sites include petmd.com, petfooddirect.com, people.com, weather.com, peoplestylewatch.com, wunderground.com, foxnews.com and pet360.com, which PetSmart acquired in 2014 (research here).

Mobile activity has been sup since July and is targeting the same mix as desktop. Top mobile sites include petfooddirect.com, people.com, totalbeauty.com, puppytoob.com and laineygossip.com. Video has skewed more to news and arts & entertainment sites, such as aol.com, mobiefone.com, petmdd.com, games.com and usatodaay.com.

This differs from activity over the same period last year. For desktop display, news, health and hobby sites comprised the bulk of PetSmart's activity. Sites like webmd.com, nationalgeographic.com, about.com, petplace.com and marthastewart.com led the way. Mobile display only ran in March-April on local/large paper, media and technology sites like post-gazette.com, suntimes.com and cnet.com.

Winmo profile)
19601 N. 27th Ave.
Phoenix, AZ 85027
(623) 580-6100

Eran Cohen
Executive Vice President, Customer Experience
(623) 580-6100
ecohen@ssg.petsmart.com

Jennifer Jost 
Director, Omnichannel Marketing
Direct Dial: (623) 587-2721
jjost@ssg.petsmart.com

Stacy Seebode
Director, Media & Strategy
(623) 580-6100
stacy.seebode@ssg.petsmart.com

Ellen Giuntoli
Associate Media Director – OMD, Chi
(623) 580-6100
ellen.giuntoli@omd.com

Lizzy Wingels
Digital Supervisor – OMD, Chi
Direct Dial: (312) 324-7138
lizzy.wingels@omd.com