The Media Centre (TMC) has lost the 2.5m buying account for Pedigree’s dogfood brand Pal to Zenith Media in a rejig of Mars Petfood’s buying business.
It is understood that Mars regularly juggles business between roster agencies to ensure spend is evenly spread.
A Mars spokesman says: “It’s a balancing act between the brands. It’s something we do from time to time and in no way does it reflect the performance of an agency.”
Mars has significantly increased its spend on Whiskas this year, an account held by TMC. Whiskas was relaunched in September last year with a 9m spend.
Zenith already handles Pedigree Chum, Kit-e-Kat, Sheba and Cesar and Mars confectionery brands Maltesers, Tunes, Lockets and Cool Em. TMC also works on Chappie.
Neither Zenith nor TMC would comment on the story. Zenith has recently had a spate of losses, including COI regional press, which went to The Media Business.