Review hands £6m Marlboro contract to Initiative Media

Marlboro is moving its £6 million UK media planning and

buying account held by Carat into Initiative Media.

The win for Initiative follows a review brought about by the selection

of Imperial Tobacco to distribute Marlboro in the UK. The move was made

by Philip Morris, the brand's owner. Initiative handles planning and

buying for other Imperial brands.

The switch ends a nine-year relationship between Marlboro and Carat,

which won the business in 1992 when Rothmans controlled the marketing

and distribution of Marlboro in the UK.

Marlboro's creative account, handled in the UK by TBWA/London, is


Marlboro's UK media spend is split between outdoor and press


Tim Allnutt, a managing partner at Initiative Media, said: "This is a

great appointment for us. Marlboro is a tremendously powerful brand."


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