Tidy Cats Moves to Avrett Free Ginsberg

NEW YORK Interpublic Group’s Avrett Free Ginsberg here has won creative chores on Tidy Cats, a brand of cat litter marketed by Nestle’s Purina PetCare division, the agency said today.

Bob Watt, president, Golden Products division at Nestle Purina, said in a statement: “We know Avrett will bring fresh new ideas for growth in the upcoming year. We have always been impressed with their passion, creativity and excellent understanding of our consumers.”

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

Sources identified the other finalists as Publicis Groupe’s Fallon in Minneapolis and WPP Group’s JWT in New York.

All three shops that reached the final round already work on Nestle business. 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.

Tidy Cats, a founding client of WPP’s Berlin Cameron United 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.