Hill's names Red Agency to reach out to vet target

The retainer includes building brand awareness of the products, which are sold through veterinary surgeries, reinforcing relationships with key stakeholders and working with the brand's staff of veterinarians and nutritionists to advocate pet nutrition and health among vets. Hill's marketing manager Sarah Webster said societal changes mean pets are increasingly becoming child substitutes and owners are more educated about the importance of good nutrition to ensure their pet's lifelong health, fuelling growth in the premium pet food category. It is the first time the brand has had a PR agency in Australia. The appointment followed a competitive pitch involving several undisclosed agencies. The Red Agency is an affiliate of Euro RSCG communications network, which handles Hill's global PR out of New York under the Euro RSCG Life banner. Reporting to Webster will be a team led by Red Agency principal Neil Travers, with support provided by account director Carolyn Gallagher, senior account executive Kath Eggleston and Melbourne-based account executive Verne Smith.