Carat nets Burger King planning

Martyn Rees, Carat’s newly installed client director, has secured Burger King’s pounds 11 million planning business.

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

February).



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

multinational company.



The agency pitched against MindShare to win Diageo’s UDV account last

summer.



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

shop MindShare.



Rees is heading the account with the agency’s associate director Dino

Ioannou.



Rees declined to comment on how Burger King was planning to spend its

media budget.



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

thinking.’



Recent figures show Carat has pounds 474 million in planning billings -

the most of any media agency in the UK.



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