Tidy Cats, Berlin to Part

NEW YORK Tidy Cats, one of the founding accounts at Berlin Cameron United, is leaving the agency after 11 years, the shop acknowledged today.

The pet-litter brand, part of Nestle Purina PetCare, spent more than $15 million in major measured media last year, according to Nielsen Monitor-Plus.

Purina’s plans for the brand were not clear. Voice and e-mail messages left with company executives in St. Louis were not immediately returned.
Other Purina roster shops include Publicis Groupe’s Fallon in Minneapolis, Interpublic Group’s Avrett Free Ginsberg in New York, Havas’ Arnold in Boston and MDC Partners’ Colle + McVoy in Minneapolis.

News of the loss comes as Berlin Cameron president Bill Grogan prepares to leave the agency after five years. Grogan is winding down his tenure and will depart in June. Ewen Cameron, the WPP Group shop’s CEO and executive creative director, will take over Grogan’s responsibilities.

Other recent agency losses include Heineken/Heineken Light (which collectively spent more than $115 million in major measured media last year, per Nielsen) and Boost Mobile (nearly $40 million).

On the plus side, Berlin Cameron in March won creative duties on Wyndham Hotel Group’s Super 8, Howard Johnson and Travelodge brands after a review. Those brands spent $25 million in major media last year, per Nielsen.

The agency’s other clients include Coca-Cola (Vitamin Water), Belvedere Vodka and Ford.