Global full-service agency, IMA, has expanded its remit with pet food manufacturer, Inspired Pet Nutrition (IPN), to become lead agency.
The agency has worked with Harringtons since 2017, with a focus on ATL creative. The agency won the full integrated account – worth upwards of five million pounds. IMA will be working across the full family of IPN brands, including Harringtons, Wagg and Barking Heads.
Fiona Fox, Chief Commercial Officer at IPN, commented: “IPN has significant growth ambitions, and we needed a dedicated agency partner to come on this journey with us. IMA have demonstrated a deep understanding of both IPN and the sector, so it’s really exciting for us to take advantage of their integrated offering. I’m looking forward to working together across the entire brand portfolio.”
With IPN operating out of Thirsk, North Yorkshire, IMA’s local Leeds HQ offers an advantage for ongoing collaboration. Moving forwards, the agency will look after all areas of marketing for IPN’s brands, including brand strategy, PR, social, media (with a focus on awareness building) and SEO. In addition, a range of independent project briefs will sit outside of always-on activity.
Alex Uprichard, Managing Director at IMA, elaborated: “At IMA, we have a history of growing brands that live and last in the real world, so it’s very exciting to be able to tap into our collective of creative and strategic specialists in order to grow a full portfolio of brands. Creating effective work that will help IPN to achieve its goals for the next stage of its brand journey.”
Work has already started, with brand immersion sessions and strategy implementation underway.
