KB+P Lets Go of Meow Mix Creative

NEW YORK Kirshenbaum Bond + Partners has dropped Meow Mix from its creative roster, a spokeswoman confirmed, citing “creative differences” as the reason for the split. The shop intends to retain media planning and buying duties, she said.

Sources said the relationship began to sour at the beginning of this year. The agency team grew frustrated when the Secaucus, N.J.-based client rejected a number of ideas and ultimately suggested a model in which spots were conceived of by the MDC Partners shop but produced in-house, sources said.

Media spending had dropped from about $15 million in 2003 to $5 million through May of this year, according to Nielsen Monitor-Plus

Client CEO Richard Thompson could not immediately be reached for comment.

KB+P, which held the business since March 2002, was charged with evolving Meow Mix from a cat food brand to a cat brand. During its tenure, the New York agency revived the well-known “Meow-meow” jingle in commercials and launched Meow TV, a branded content television show that aired on the Oxygen channel last year. The shop’s most recent spot touted the brand’s hairball control formula and showed the Meow Mix cat trying to record the jingle while coughing up hairballs.