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Carat is Europe's largest full service media planning and buying specialist, and ranks among the leaders worldwide. According to Recma, billings were $32.69bn in 2016. It is the biggest brand within what was until recently the independent marketing services group Aegis. Unlike all of its major competitors, Carat had no direct connection to a traditional creative advertising network, giving it a virtually unique position as the world's biggest "media independent" agency. During 2012, however, the entire business was acquired by Japanese giant Dentsu. Earlier the same year, the network 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 into 5th place overall among global media networks in 2013. Carat is partnered within what is now called Dentsu Aegis by digital arm Isobar and secondary media network Vizeum as well as other marketing businesses. 

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Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. See also:


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Carat France Carat Germany
Carat UK Carat Norway
Carat Ireland Carat Australia
Carat New Zealand Carat Austria
Carat Manchester Carat Belgium

Recent stories from Adbrands Update:

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.

Adbrands Weekly Update 8th Sep 2016: It was an exceptionally quiet week for account assignments. Biggest news of the week was the completion of Diageo's global media review. There were virtually no changes, with Carat reconfirmed as the drinks giant's main global agency, handling North America, Europe, Latin America and most of Asia. GroupM's Mindshare will handle India and South Africa, while MediaVest retains Australia.

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