Champion Petfoods, an Edmonton, Alberta, Canada-based manufacturer of premium pet food brands Orijen and Acana, reached a new phase in the company's ongoing efforts to enhance its business-to-consumer (B2C) marketing efforts with its newly developed relationships with three agency partners. Over the last two months, Champion has signed agreements with global experience design and digital marketing consultancy IBM iX, global public relations firm Finn Partners and North American media agency, Crossmedia.

The partnerships follow Champion's recent hiring of chief marketing officer, Julie S. Washington, who was brought in to drive the strategic development and implementation of the company's brand and communication initiatives. The agencies will develop and execute integrated content to directly reach pet owners on behalf of the Orijen and Acana brands.

The three agencies will work in a collaborative manner to develop Champion's future marketing strategy, with IBM iX helping to lead the work relative to consumer campaigns. As part of its work, Finn Partners will oversee traditional and digital communications, including managing the brands' public relations, social media and influencer initiatives. Crossmedia's contribution will focus on media planning and buying.

"Our three new agency partners have immediately added value while working in an integrated and collaborative manner that has already resulted in a number of exciting insights and ideas that will enhance our marketing presence," Washington said. "We are confident that these three agencies are the right partners to take Champion Petfoods and our ORIJEN and ACANA brands to the next level."