Precise Pet Products, an American-based manufacturer and supplier of canine and feline foods, has named Howard, Merrell & Partners, a full-service strategic branding firm, as its agency of record. In this role, Howard, Merrell & Partners will manage Precise Pet Products corporate and consumer brand development communications and marketing support programs for specialty pet care distributors and retailers.

Howard, Merrell & Partners has an extensive background in working with top pet brands including Aqueon, Coralife, Defend, Oceanic and Kent Marine. The agency also led the product introduction and branding efforts that successfully launched Zilla reptile products and Zen Puppy holistic dog treats into the marketplace. In addition to the pet industry, Howard, Merrell & Partners has helped promote a host of magnet brands including Butterball, Pittman Moore, Cisco, CORDURA® Brand, Popeye’s Chicken & Biscuit, as well as Georgia-Pacific’s enMotion.

Precise Pet Products will call upon Howard, Merrell & Partners’ expertise in strategic brand message development to create an integrated communications campaign employing both traditional and non-traditional tactics. Elements of the campaign will include public relations, new website design, point-of-purchase and collateral pieces, advertising development and placement, as well as some social media marketing efforts.

“At Precise Pet Products, we have the best of both worlds – a company that maintains the value of its third generation family-owned business roots with the resources of an international corporation,” said Richard “Kirk” Young, executive vice president of Precise Pet Products. “We have more than 75 years of growth and experience in the industry, and Howard, Merrell & Partners will play a key role in educating and promoting our brand with key influencers and consumers.”

“We are honored to be working with a company that has such a rich, extensive history in the pet industry here in the United States,” said Jim Cobb, CEO and president at Howard, Merrell & Partners. “More than ever, pet owners want to feed their pet a brand made of safe, high quality ingredients. We look forward to helping specialty pet stores educate consumers on the health and well-being benefits of choosing the Precise brand for their dogs and cats.”