MMB Readies Pet-Food Debut

BOSTON McCarthy Mambro Bertino has been tapped by Meow Mix to help launch the company’s new line of wet cat food, according to sources.

The Boston-based independent agency will craft television and radio ads, which are expected to break this month, sources said.

Last month MDC Partners-backed Kirshenbaum Bond + Partners dropped creative chores for the brand, citing “creative differences” as the reason for the split [Adweek, July 14]. The client has said media buying and planning duties will also move from the New York shop. That business has not yet been reassigned.

MMB referred all queries to the client. The Secaucus, N.J.-based client did not return calls.

Meow Mix spent approximately $15 million on advertising in 2003 and about $5 million through May of this year, per Nielsen Monitor-Plus.