Dalgety-owned Spillers Petfoods has centralised its 10m-plus media planning and buying account into BMP Optimum, following a four-way pitch.
The win brings catfood and dogfood brands Felix, Arthur’s and Winalot, under one roof.
BMP Optimum was the incumbent agency for dogfood, while the Network held the catfood business.
Leo Burnett Media and TMD Carat also pitched in the review, which was conducted by the Billet Consultancy.
John Montgomery, Spillers UK director of marketing, says: “In the end, the work of Mark Palmer and Steve Williams swayed the outcome.” Palmer was appointed as BMP head of planning in June and Williams is the TV buying director.
BMP Optimum is enjoying a run of new business. In September, the agency picked up the media planning and non-TV buying for Gillette blades and razor products in the same week as Manning Gottlieb Media moved its TV negotiation from TMD Carat to BMP.
Spillers is still reviewing its 2.5m UK and European advertising account for its dogfood brand Winalot. J Walter Thompson and BMP DDB are on the shortlist.