Martyn Rees, Carat’s newly installed client director, has secured
Burger King’s pounds 11 million planning business.
Rees joined Carat from Media Planning - where he was associate director
- with a brief to net the fast-food giant’s account (Media Business, 28
The Burger King win completes Carat’s hold on Diageo’s media business as
the agency now handles UK planning and buying for every division of the
The agency pitched against MindShare to win Diageo’s UDV account last
Carat already handles buying for Burger King. The media planning was
previously handled by Lowe Lintas & Partners. However, Lowe Lintas
closed its planning department earlier this year after Nestle Rowntree,
one of its major clients, handed its planning contract to its buying
Rees is heading the account with the agency’s associate director Dino
Rees declined to comment on how Burger King was planning to spend its
The fast-food giant uses a mixture of TV, press, outdoor and radio.
According to fourth quarter figures from AC Nielsen MMS, Carat spent 97
per cent of Burger King’s media budget on TV.
Lorraine Thomson, UK marketing director of Burger King, said: ’We have
been pleased with Carat’s performance, particularly its strategic
Recent figures show Carat has pounds 474 million in planning billings -
the most of any media agency in the UK.