Carat wins Burger King’s media business after Lowes withdraws

Burger King has moved its media planning business into Carat following Lowe Lintas & Partners’ decision to fold its in-house media planning department.

Burger King has moved its media planning business into Carat

following Lowe Lintas & Partners’ decision to fold its in-house media

planning department.



The move leaves Carat in control of planning and buying for all UK

divisions of Burger King’s owner, Diageo plc.



The agency has been keen to complete its hold on Diageo’s media business

after successfully pitching against MindShare for the holding company’s

United Distillers & Vintners division last July.



The appointment of Martyn Rees as client director earlier this year was

seen as part of a strategy to pick off the Burger King planning

account.



Lowes Lintas, which inherited the Burger King business from Ammirati

Puris Lintas following last year’s merger, closed its in-house planning

department following Nestle Rowntree’s decision to centralise its

planning into MindShare earlier this year.



Paul Hammersley, the chief executive of Lowes, said: ’There’s no doubt

that we would have kept the Burger King business if things hadn’t

changed.



I still believe there’s an argument for a closer association of planning

and advertising but the market seems to be moving the other way.’



Last week’s AC Nielsen MMS figures showed Carat with pounds 474 million

in planning billings, the highest figure in the UK. ’We are by far the

country’s biggest strategic media planning agency and this win further

cements our credentials in this area,’ Neil Jones, Carat’s managing

director, said.



The Burger King planning and buying account is worth about pounds 11

million.



Lorraine Thomson, the UK marketing director of Burger King, said: ’We

have been pleased with Carat’s performance, particularly their strategic

thinking.’



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).