Bartle Bogle Hegarty has lost its 4m Spillers catfood accounts to BMP DDB Needham.
The move means Spillers brands Arthur’s, Arthur’s Choice Chunks, Choosy and, most recently, Purrfect will take their place alongside BMP DDB Needham’s Felix catfood account.
The launch budget for premium product Purrfect, available at the end of the month, is likely to have been about 1m.
Spillers’ parent Dalgety bought Felix for 442m from Quaker European Petfoods in February.
The loss means BBH’s billings are down by about 10m this week after the agency resigned its Cadbury’s account (above).
The consolidation of the catfood business was expected after Spillers slimmed down its agency roster by moving its dogfood accounts into Bates Dorland and out of Ogilvy & Mather and Rainey Kelly Campbell Roalfe (MW September 15).
Following the acquisition of the Quaker petfood brands, BMP DDB Needham was seen as the most likely candidate to win a place on the agency roster. The Felix brand has performed strongly across Europe as a result of its efforts.