Carat Melbourne handed expanded duties after retaining media account for Beacon Lighting

Carat Melbourne has retained the media account for Beacon Lighting, and taken on additional duties for the brand, without the need of a competitive pitch.

The agency first won the $7.5 million account from OMD in 2018.

 

In addition to continuing its media buying, Dentsu-owned Carat will oversee Beacon’s e-commerce division, launch its trade offering and spearhead an advertising drive in the US.

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Dentsu will also take on Beacon’s programmatic advertising which was previously handled by a third party.

Carat Melbourne managing director Chris Ernst said: “We’re incredibly excited to be continuing our partnership….and extending that partnership into new markets and across new capabilities.

“It’s been a thrilling ride over the past 24 months as the business has experienced record results, and we’re looking forward to continuing to support and influence that growth momentum for years to come.”

Beacon Lighting chief marketing officer Prue Robinson praised Carat for its “understanding of people and their consumption habits paired with end-to-end planning, negotiation, and trading expertise”.

“Carat… have helped us invest our media with intelligence, creativity and to maximum effect,” she said. “We look forward to continuing our partnership.”

In a separate development, Carat digital client partner Emilia Chambers has been promoted to head of digital.

Chambers has spent nine years with the Dentsu business, starting in 2012 with Mitchell Media before heading to the UK where she had a five-year spell with Vizeum, Amplify and iProspect.

“I couldn’t be more excited to have Emilia stepping into the position of head of digital as she’s been an incredible asset to our company for a very long time,” Ernst said.

“Her drive and passion are matched by her skills and experience which presents a potent opportunity for our people, our partners, and our agency’s future.”

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