From January through October 2010, Petco spent US$12 million on measured media in the US, while its chief competitor, PetSmart, spent US$58 million advertising its products and services, according to Kantar Media.

Looking to increase advertising and promotional spending in 2011, Petco named Initiative as its media agency of record, said Greg Seremetis, Petco's vice president of marketing. According to Seremetis, this was the first time the business was reviewed in more than five years.