Affinity Petcare has appointed impartial company Dude:London as its pan-European inventive company. Dude has gained a three-year contract in a pitch towards Lola Mullenlowe and PS21. The account was previously with DDB. Media stays with Area Media.

Dude:London will work on Affinity’s Pure Specialty Enterprise Unit manufacturers in key international locations Spain, UK, Italy, France and Portugal.

Affinity NSBU digital and media advertising and marketing supervisor Carles Navarro says: “DUDE has proven robust capabilities on the primary areas we would have liked to evolve comparable to technique, planning course of and client understanding. The staff construction additionally helps us to guarantee the cultural match we had been in search of on account of our broad portfolio of manufacturers and markets.”

Dude: London MD Francesca Spitali says: “From the very starting, the Affinity staff have been an absolute pleasure to work with. We admire their openness and collaboration, which has allowed us to actually perceive their enterprise and targets. Our staff at DUDE:London is pumped to dive into this problem of revolutionizing the pet meals market in key international locations throughout Europe and making an actual impression within the trade.”

Based mostly in East London, Dude additionally works for Trainline, Campari and Puma.