PetSmart has selected the Carmichael Lynch Relate as PR AOR, following a competitive national review.
The agency will also handle PR for PetSmart Charities, the company’s nonprofit dedicated to saving the lives of homeless animals. Carmichael Lynch Relate has introduced its fellow Interpublic Group agency Weber Shandwick Toronto to partner on PR for PetSmart Canada and PetSmart Charities of Canada.
Work began on March 1, following an RFP trial that began in November. A combination of “large global agencies and strong medium-sized agencies” has emerged, said Rob Litt, VP of corporate communications and public relations at PetSmart.
“Carmichael Lynch Relate will provide support with strategy, research, creative media relations, corporate reputation and social media influencer work,” he said.
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“Last year, we launched Anything for Pets as our brand mantra for the essence of what we do as a company and how we relate to our core customer,” said Litt. “It realizes as we provide holistic services for training goods that we really do everything for pets and the Carmichel Lynch Relate is a great partner for us to truly reinforce this message.”
Litt said the agency is also working on a project announcement for PetSmart Charities in connection with an adoption milestone.
Carmichael Lynch Relate GM Grete Lavrenz is the strategic lead on the account, overseeing six core team members.
“We are so excited to work with PetSmart; we have admired this brand from afar,” she said. “We have so many pet parents, pet fosterers and lovers at our agency. So when this RFP came to the door, we could not wait to start the process and take advantage of all the passion we have as an agency.”
Golin was the person in charge of the account; the relationship ended in February. Litt said PetSmart is “grateful” for the work Golin has done for the brand.
“As we looked at our next chapter of growth, we were looking for a partner who was strong in research, strategy and creative and who has a strong passion for pets,” Litt said. “Carmichael Lynch Relate split up throughout the process and made it an easy decision for us.”
Budget information was not released.
Litt joined PetSmart in early 2021 by General Mills, where he was senior director of corporate communications. He replaced Michelle Friedman, who was the VP of Corporate Comms in her last role in a 15-year career at PetSmart. She joined eBay in September 2020 as VP of Global Communications.
PetSmart operates approximately 1,650 pet stores in the United States, Canada, and Puerto Rico, as well as more than 200 in-store PetSmart PetsHotel dog and pet boarding facilities. The retailer provides a wide range of pet food and products, as well as services such as dog training, pet care, pet boarding, PetSmart Doggie Day Camp and pet adoption.
PetSmart, PetSmart Charities and PetSmart Charities of Canada work with nearly 4,000 animal welfare organizations to bring adoptable pets into stores. Through this program and other events, PetSmart has facilitated more than 9.5 million adoptions, according to a statement.
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