3 Pitch $15 Mil. Tidy Cats Biz

NEW YORK Three Nestle shops have emerged as finalists to succeed Berlin Cameron United as lead creative agency on Tidy Cats, a brand of cat litter marketed by Nestle’s Purina PetCare division.

Sources identified the finalists as Publicis Groupe’s Fallon in Minneapolis, Interpublic Group’s Avrett Free Ginsberg and WPP Group’s JWT, both in New York. Final presentations are scheduled for next week, according to sources.

Major media spending on the brand exceeded $15 million last year, according to Nielsen Monitor-Plus.

Fallon and Avrett handle dog food and cat food brands, respectively, for Purina, and JWT handles Nestle confectionery business in the U.S. and abroad. The agencies either declined comment or could not be reached, and St. Louis-based Purina did not immediately respond to messages.

Tidy Cats, a founding client of Berlin Cameron here, moved to split with the WPP shop in May. News of the split surfaced as president Bill Grogan prepared to leave the agency. He exited the shop in June.