Avrett Free Ginsberg Creates Purina Pet Hub with the Power of IPG in Latin America

Nestlé Purina has awarded AFG& responsibility for digital content strategy and creative for its portfolio of pet care brands.

Under the leadership of Dawn Terrazas, chief managing director at AFG& and in partnership with Craft and Thrive, a digital content studio called Purina Pet Hub was created to serve Nestlé Purina in 20 Latin American markets and is based in Bogota, Colombia.

Alexandre Biselli, Mkt, CCSD & PET V. president says, "My vision was to create a best-in-class digital content studio that fully communicates the value proposition of our brands, aligned with the needs and strategies defined for our region."

Diana Martinez, senior manager, digital marketing and eCommerce at Nestlé Purina adds, "Our new content studio, Purina PetHub, will allow us to have a holistic view thanks to a strategy of connections between messages, platforms and digital formats, which will ensure communications that resonate with consumers."

Dawn Terrazas, chief managing director LATAM, AFG& says, "We are excited to continue our partnership with Nestlé Purina. This digital content hub will offer a bespoke approach to connect with our consumers. It is designed to be at the forefront of technology, including artificial intelligence, e-commerce and emerging technology platforms."

Alejandro Acuña, regional director of Craft adds, "PetHub will allow us to create a production process driving digital content that effectively captures the essence of Latin American culture and establishes a strong and authentic connection between consumers and Purina brands."

AFG& oversees the cat segment brand portfolio for Nestlé Purina in Latin America.

Frank Ginsberg, founder, chairman and global CEO of AFG&, noted "We have a unique opportunity to truly unlock the potential of the entire Purina portfolio."

Nestlé Purina and AFG&´s relationship spans decades and continues today globally.