NEWS: Carat wins pan-Euro Philips media

By ANNE-MARIE CRAWFORD, campaignlive.co.uk, Friday, 26 January 1996 12:00AM

The Carat Group has scooped the entire centralised European media planning and buying account for the Dutch electronics giant, Philips.

The Carat Group has scooped the entire centralised European media

planning and buying account for the Dutch electronics giant, Philips.



The win, believed to be worth a total of dollars 200 million, represents

one of Carat’s biggest centralisation successes and builds on the

Philips business it already handles in France and Italy. In the UK, the

pounds 6.5 million account will be handled through BBJ Media Services.



Carat pitched for the business at Philips’ headquarters in Holland

alongside the Network - Ogilvy and Mather’s media arm - Initiative

Media, Mediapolis and D’Arcy Masius Benton and Bowles.



The huge win embraces two key consumer divisions - sound and vision,

which includes hi-fi systems and televisions; and domestic appliances,

which includes electric shavers.



Philips ordered a full-scale media review last October after nearly five

years of internal restructuring. According to Graham Brown, Carat

International’s managing director, the client was looking for further

operating efficiencies and had earmarked media as a likely area.



The main losers from the centralisation decision are Mediapolis, which

handled Philips’ global corporate account plus most of its European

domestic appliances business, and DMB&B, which handled the sound and

vision products. The creative accounts remain with the incumbents, DMB&B

and Euro RSCG.



Brown said: ‘This is a win for the whole of the Carat network. This

centralisation will enable the client to exercise power, leverage and

control.’



As a result of the appointment, Carat has parted company with Braun’s

pounds 35 million pan-European business. Braun is now reviewing the

account, which is worth around pounds 4 million in the UK.


Carat handled the business in the UK, Germany, Eastern Europe,

Scandinavia and the Alpine countries. CIA Medianetwork held the UK

business before it was centralised into TMD Carat in February 1992.



This article was first published on campaignlive.co.uk

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