Nestle Purina PetCare Company | Company Profile, Marketing Contacts, Media Spend, Brands
Headquartered in St. Louis, MO, Nestle Purina is the pet food division of Swiss company, Nestle. For over 75 years the company has built a strong line of brands including Cat Chow, Beneful, Fancy Feast, Pro Plan, Deli Cat, Dog Chow, Friskies, Mighty Dog and Alpo. ** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue and employee count are not readily available. Therefore, the revenue and employee figures presented below are those of the parent company. **
|Main Telephone||(314) 982-1000|
|Main Fax||(314) 982-2134|
Nestle Purina PetCare Company ContactsContacts (5/106)
|Nina Leigh K.||Chief Marketing Officer||MO|
Sample of Associated Brands
|Thep U.||Head, eCommerce||MO|
|Joe S.||Chief Executive Officer||MO|
|John V.||Senior Vice President - Global Strategic Business Unit & R&D||MO|
|Michael C.||Vice President, Consumer Insights & Communications||MO|
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Female Media Opps: Purina Pet Care promotes CMO to prez
Subject: TV, digital, PR, experiential, video, sponsored content, native advertising, shopper, sponsorship
Company: Nestle Purina Petcare, St. Louis-based subsidiary of Nestle known for brands like Purina, Friskies an Beneful. It’s one of the nation's largest pet food companies.
Opportunity: Company veteran Nina Leigh Krueger, who took over CMO duties last summer (research here), has been promoted to president of Nestle Purina US. Reporting to CEO Joseph Sivewright, she’s taking on additional operational responsibilities for Purina’s market development organization and demand generation, including sales. Krueger keeps her existing responsibility over Purina’s marketing group, including dog food, cat food, litter and treats.
Strategy shouldn’t change much given her tenure with the company (began in 1993 as a brand management intern) and since she’s already been CMO for almost a year. However, now’s a good time to re-engage the exec with a congratulations email that you can segue into a new business discussion.
Like many other CPG giants, Purina continues to face backlash over the quality of its products and rising competitive pressure from specialty rivals. Therefore, continue to pitch offline and online strategies that will get Purina in front of core demos in innovative and authentic ways. Focus mainly on reaching married adults ages 55-to-64 and affluent female household decision makers ages 30-to-65, the segments that tend to spend the most on pets. Pet endemic sellers should continue to have the advantage, but revenue should be available for shopping, entertainment, lifestyle and home/garden sites too.
Media Spend: Purina spent $104 million on measured media last year, about 60% less than the $239.7 million allocated in 2013. Broadcast still dominates Purina’s ad budget but it plummeted to $76 million last year from $185.2 million in 2013.
TV Breakdown: During the past year, $45.9 million has gone to national TV ads (see targeting right), up from $30 million over the same prior year period, according to iSpot.tv.
Digital Breakdown: During the last 12-months, banners, high impact and video ads have appeared on about 5,000 publishers (4% mobile), 52% of which were placed programmatically versus direct. Desktop is mostly targeting news and pet publishers, but mobile is focusing more on shopping, lifestyle and news sites, Moat reports. On the other hand, video has appeared mostly on news and entertainment sites.
Overall top targeted sites include familycircle.com, ustream.tv, youtube.com, nytimes.com, people.com, bhg.com, parents.com, traditionalhome.com, petfinder.com and nationalgeographic.com.
Nestle Purina PetCare Company
St.Louis, MO 63164
Nina Leigh Krueger
Chief Marketing Officer – US Pet Foods
Direct Dial:(314) 982-5402}