Frontline owner hands bigger slice of business to Krow

Boehringer Ingelheim Pet, the pet care division of the global pharmaceutical company which was founded in Germany nearly 130 years ago, has expanded its relationship with full-service agency Krow Group following a competitive pitch.

The Mission Group agency, which has worked on the retail portfolio of Boehringer Ingelheim’s flea treatment Frontline for over 25 years, has picked seven new brands and three new franchises, including vet prescription medicine brands Metacam, Vetmedin and Senvelgo.

Krow Group has been tasked with delivering activity from top-level strategy through to activation.

Originally launched in 1885 as a manufacturer of tarter for the food industry, Boehringer Ingelheim now works in human pharmaceuticals, animal health, and biopharmaceuticals.

The group consists of 145 affiliated companies with around 50,000 employees; it is said to have over 8,000 employees working in research and development. The company has an annual turnover of more than €24bn and remains privately owned.

Boehringer Ingelheim head of pet marketing Abi Butler said: “We have been really impressed with the work Krow Group has delivered to date and after a rigorous pitch process it made sense to widen their remit and bring them onboard for our next chapter.”

Krow Group chief executive John Quarrey added: “Having the opportunity to be involved with more brands and franchises within Boehringer Ingelheim is a brilliant opportunity. Their commitment to innovation is something we align with and we’re proud to be their partner as they continue to expand.”