Meow Mix Retrieves Media From KB+P

NEW YORK Meow Mix is moving its media buying and planning duties from Kirshenbaum Bond + Partners, severing all ties with the MDC Partners shop that this month resigned its creative account citing “creative differences,” the client said.

Earlier this month, a spokeswoman for KB+P had said the New York agency intended to retain media duties. Today, sources said the agency split with the client across the network in early July, but agreed to stay for 90 days in order to see Meow Mix through the up front period.

Client director of marketing Ira Cohen said the company was undecided on whether it would launch a review for the media portion of the account or assign it to another shop.

There will be no review for the full creative account, Cohen said. “We’re not going to enter into another [lead agency] relationship in the near future,” he said.

KB+P had held the business since 2002, but sources said the creative relationship soured at the beginning of this year when the Secaucus, N.J.-based client suggested a model in which spots were conceived of by the MDC Partners shop but produced in-house. Media spending had dropped from about $15 million in 2003 to $5 million through May of this year, according to Nielsen Monitor-Plus.