Carat poised to win £8m Saga business

Carat is set to pick up the £8 million media account for the holidays-to-insurance group Saga after a four-way pitch.

Carat pitched against OMD UK, Starcom Group and the incumbent, Mediaedge:cia; ZenithOptimedia had earlier pulled out of the review. The other pitching agencies were told on Wednesday that they had not been successful, although a Saga spokeswoman refused to comment on Carat's appointment.

Saga, which has created a profitable niche selling investments, holidays and insurance to the over-50s, spends the majority of its budget below the line. Nielsen Media Research records its above-the-line spend as £8 million.

In October last year, Saga underwent a £1.35 billion management buyout backed by the private equity company Charterhouse Capital Partners. The deal netted Roger De Haan, the company's owner and the son of its founder, a personal windfall of £1.1 billion.

After De Haan's decision to stand down, Andrew Goodsell became Saga's chief executive. Despite going down the MBO route, there is still speculation that Saga will end up listed on the Stock Exchange.


Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content