The Carat Group has scooped the entire centralised European media
planning and buying account for the Dutch electronics giant, Philips.
The win, believed to be worth a total of dollars 200 million, represents
one of Carat’s biggest centralisation successes and builds on the
Philips business it already handles in France and Italy. In the UK, the
pounds 6.5 million account will be handled through BBJ Media Services.
Carat pitched for the business at Philips’ headquarters in Holland
alongside the Network - Ogilvy and Mather’s media arm - Initiative
Media, Mediapolis and D’Arcy Masius Benton and Bowles.
The huge win embraces two key consumer divisions - sound and vision,
which includes hi-fi systems and televisions; and domestic appliances,
which includes electric shavers.
Philips ordered a full-scale media review last October after nearly five
years of internal restructuring. According to Graham Brown, Carat
International’s managing director, the client was looking for further
operating efficiencies and had earmarked media as a likely area.
The main losers from the centralisation decision are Mediapolis, which
handled Philips’ global corporate account plus most of its European
domestic appliances business, and DMB&B, which handled the sound and
vision products. The creative accounts remain with the incumbents, DMB&B
and Euro RSCG.
Brown said: ‘This is a win for the whole of the Carat network. This
centralisation will enable the client to exercise power, leverage and
control.’
As a result of the appointment, Carat has parted company with Braun’s
pounds 35 million pan-European business. Braun is now reviewing the
account, which is worth around pounds 4 million in the UK.
Carat handled the business in the UK, Germany, Eastern Europe,
Scandinavia and the Alpine countries. CIA Medianetwork held the UK
business before it was centralised into TMD Carat in February 1992.
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