Berlin, Cameron & Partners, whose principals handled Golden Cat’s Tidy Cat line of pet litter at their former shop, have secured the creative portion of the $10-15 million account following a review.
The New York shop bested Avrett, Free & Ginsberg here and Suissa Miller in Los Angeles for the Ralston Purina brand. A new campaign is slated to break later this year for the St. Louis-based client. Media chores are handled in-house.
“The hardest thing to do in advertising is to pitch and win a piece of business from the incumbent position,” said BC&P principal Andy Berlin. “You’ve got to walk away from your old work and be open-minded and fresh about it.”
The Tidy Cat win follows recent assignments from Reebok and NBC.
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