Carat lands pounds 100m European BMW media task

By Matthew Cowen,, campaignlive.co.uk, Friday, 14 July 2000 12:00AM

LONDON - Carat International has been confirmed as the winner of BMW’s pounds 100 million European media buying account after a head-to-head pitch against Zenith Media.

Carat International has been confirmed as the winner of BMW’s

pounds 100 million European media buying account after a head-to-head

pitch against Zenith Media.

Carat will channel the pan-European business through the London offices

of Carat UK. The appointment had been rumoured for several weeks, but

was left in some doubt by the agency’s appointment last week to handle

PSA’s Peugeot and Citroen brands in the UK.

Confirmation of the BMW win was thought to have been delayed in the

expectation that the Peugeot Citroen result could produce a major

conflict issue in the UK.

However, Carat’s strategy of splitting the Peugeot Citroen business

between Carat and sister agency BBJ proved to be enough to satisfy any

client concerns. Citroen’s UK planning and buying account will sit

alongside the BMW business within the Carat group, while BBJ will handle

Peugeot.

The move is a significant blow to Zenith, which has held BMW’s pounds 15 million UK buying business for the past four years.

However, WCRS, the UK planning incumbent, will retain its slice of the

business courtesy of BMW’s decision to separate its media tasks across

Europe.

Carat had previously handled the car manufacturer’s media buying

business in France and had a role in the key German media account

through HCCS plus, a joint venture with the German agency Mediaplus.

BMW sources said that the company was ironing out the finer points of

Carat’s contract as regards Peugeot Citroen, but indicated that the

appointment would go ahead. Carat’s appointment is expected to come into force on 1 January 2001. No-one from the agency could comment as

Campaign went to press.

This article was first published on campaignlive.co.uk

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