BENEFUL: LET THE GAMES BEGINMarch 2, 2015 - Author: steph
Beneful is looking for new representation these days. For the past few years it’s been handled by Fallon. Make no mistake, Fallon has been doing a good job; however, Beneful is looking to take their company in a new direction.
This is not the first time it’s happened with Fallon. Fallon did handle Purina for a while. After a while, the company moved to corporate sibling Leo Burnett. Why? It’s the same story as with Beneful. The company was looking to expand and move forward. Fallon also handled Purina One. They went to someone new too.
Beneful is the last in this long line. Finally, they are getting a makeover, the makeover they have been wanting. Who is going to take over? It all depends. It’s down to a few finalists. When asked for comment, the finalist and the company itself refused to comment.
According to inside sources, this is only natural. It’s normal for things to happen behind closed doors right now. Even when Beneful finds new representation, it’s not going to be announced right away. The announcement will come slowly in the media rooms and then right out to the public.
Why is Beneful changing representation? Any number of reasons, really. There is usually no direct reason, unless the company has some sort of issue with a firm. In this case, those issues are not relevant.
It’s normal for companies like Beneful to look to someone new after a while. It just comes with the territory. There is only so far a company can take you before you need to cut the ties. It’s business, plain and simple. Beneful needs someone who can take their game to the next level. Fallon has helped out for as much as they could. Now it’s time to move on.
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