Food and drinks giant Nestlé is reportedly reviewing the $150 million media buying business connected with its newly purchased Purina pet foods.

Several agencies, including Mediaedge: CIA, Starcom Media and Chicago’s Giant Step, have been working on a project basis. Nestlé’s current media shop is Universal McCann.

The brands – among them Pro Plan and Purina ONE – are to be combined with the Swiss-based group’s own petfoods in a new subsidiary titled Nestlé Purina PetCare, after which some observers expect a creative review.

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