Carat has emerged triumphant in a three-way pitch for the pounds
100 million, pan-European media review for the sanpro and toilet tissues
giant, SCA.
It pitched against CIA Medianetwork and Optimum Media Direction for the
centralised media prize, which focused on improving SCA’s media
effectiveness to help the competitive positioning of its brands.
SCA, the Swedish paper giant best known for its Bodyform sanitary towels
and Kleenex Toilet Tissue range, launched its media rethink last month
(Campaign, 25 September) following a restructure of its marketing
earlier in the year.
Carat already handled the business in the Nordic region and France,
while in the UK the operation was supervised by CIA Medianetwork’s
sister buying operation, the Negotiation Centre, on behalf of the
creative incumbent, Roose & Partners. OMD had the business in some
Eastern European markets.
Mark Craze, the managing director of Carat UK, said: ’It demonstrates
that all the resource Carat Group puts into proprietary media planning
tools provides bottom-line results for clients and gives them a
competitive edge in their markets.’
SCA is the latest in a number of international wins for the Carat
network, including Adidas, Cable & Wireless and Club Med.
However, Carat’s appointment is a further blow to CIA Medianetwork in
the UK, which this week also lost its hold on the pounds 12 million
Lloyds-TSB media account which was centralised with Cheltenham &
Gloucester into Zenith Media.
The appointment of Zenith, revealed on Tuesday on the Campaign website,
CampaignLive, comes just two weeks after Zenith’s affiliate, Saatchi &
Saatchi, landed the creative advertising task.
Ford Ennals, the director of group marketing for Lloyds TSB, praised CIA
for ’the excellent service it has provided’ but added: ’There are
benefits in consolidating our work with Zenith Media and Saatchi &
Saatchi which CIA was not able to match.’
