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Carat advertising & marketing assignments

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Carat is now the #3 media network worldwide, with global billings in 2020 of $15.5bn according to COMvergence. It is the biggest brand within what was until recently the independent marketing services group Aegis. Unlike all of its major competitors, Carat for many years had no direct connection to a traditional creative advertising network, giving it a virtually unique position as the world's biggest "media independent" agency. It was also at that point predominantly a Europe-centric network. However, that profile began to change in 2012 when Aegis was acquired by Japanese giant Dentsu. Earlier that same year, Carat had scored the biggest account win in its history with the consolidation of the global General Motors account, which it already held in Europe. A series of subsequent wins allowed Carat to move up the overall rankings, especially in the US, where it is now the second largest agency by billings. It's among the top three in Asia. Carat is partnered within what is now called Dentsu International by digital arm Isobar and digital and traditional media network iProspect (which absorbed what was previously Carat's smaller sibling Vizeum) as well as other marketing businesses. Michael Epstein moved up to global CEO of Carat in 2019, working under the overall umbrella of Dentsu Media. However most local offices of Carat report in to local Dentsu Media managers. AdAge estimated revenues of $1.4bn in 2019 for Carat, including $192m in the US.

Capsule checked 26th March 2021

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Marketer Moves 30th Nov 2021: New CEO at Carat USA. See Marketer Moves (members only).

Adbrands Daily Update 18th Sep 2019: In one of the year's biggest account switches, Vodafone moved its global media account out of WPP's Wavemaker and into Dentsu Aegis Network's Carat. Billings are estimated at around £400m annually, making it Carat's biggest win so far this year following what has otherwise been quite a quiet time for the network's new business team. Wavemaker will retain Vodafone's media in a handful of countries where it operates as a joint venture with other companies, such as India, the Netherlands and Australia. All wholly-owned operations transfer to Carat.

Adbrands Daily Update 17th Jan 2019: Precise details have not been disclosed, but P&G is reported to have transferred a larger share of its North American media budget from Hearts & Science to Carat, and another sizeable chunk of responsibility to its inhouse team. The latter is understood to have taken control of the bulk of media for the company's oral care products. A separate inhouse team already manages much of the media for fabric care under the internal name of Woven.

Adbrands Weekly Update 5th July 2018: In recent months, traditional agencies have suffered a continuing leak of executives to fast-expanding consultancies. This week sees a move in the opposite direction. Christine Removille, one of the founders of Accenture's marketing services division in Europe, is named as the new global president of the Carat media network.

Adbrands Weekly Update 17th May 2018: You win some, you lose some... Dentsu Aegis Network and Omnicom swapped two big accounts this week. Carat lost control of the UK Government's £140m media buying budget, that it won four years ago from WPP. The account moves with immediate effect to Manning Gottlieb OMD. Travelling in the opposite direction was Procter & Gamble's North America haircare business. P&G has chosen to carve up its various product segments into different silos, each of which is served by a slightly different team. Media for most of P&G's North American business was consolidated last year into Omnicom's newly formed Hearts & Science agency, though Carat retained a few brands. Now, all of P&G haircare - Pantene, Head & Shoulders, Herbal Essences - is moving to Carat, a combined gain for that network of around $245m in billings. Hearts & Science retains most other brands.

Adbrands Weekly Update 5th Jun 2017: Procter & Gamble completed the latest round in its global media review. Starcom retained all existing media responsibilities in the UK and also added other assignments previously managed by Mediacom, including press media buying. In German-speaking markets, incumbent Mediacom retained its position, but only as a result of agreeing to establish a dedicated joint venture with independently owned Pilot Media, which had previously handled some digital duties. In Nordic markets, however, Mediacom lost its brief to Carat.

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