Carat Snatches WHSmith Account From Starcom
Planning and buying agency Carat has snatched a second lucrative contract from Starcom Motive, clinching the rights to planning and buying business for high street stalwart WHSmith.
The account is worth a reported £9 million and comes under Carat’s control from May. The move will come as a bitter blow to Starcom following a decision by French food giant, Danone, to move its business from Starcom to Carat last week, costing the company around £5 million.
The WHSmith account was not an easy win, however, Carat fought off tough competition from Starcom, Walker Media, Mediacom and Universal McCann.
Commenting on the deal, Stephen Robertson, interim marketing director of WHSmith UK Retail said: “We are delighted to announce that Carat is the successful agency. The presentations from all the agencies involved in the pitch were of an extremely high standard and the decision was difficult – an excellent position for any client to be in. However, when all aspects of the proposals were carefully compared, Carat was able to offer us the best business solution for WHSmith.”
The company’s creative account, worth around £10 million, is also expected to be relocated later this year. The account was held by Abbott Mead Vickers BBDO, but it is understood that the company will not attempt to pitch for the contract again. A decision on the contract is expected at the beginning of May.
The retailer has had a difficult few months with sales in books, videos and DVDs hit hard by other specialist retailers and supermarkets but Robertson added: “Our first priority will be to work with Carat to build an efficient media plan that optimises the quality and cost of our media buying for the remainder of 2004 and into our all important Christmas season.”
Carat: 020 7430 6000 www.carat.com
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