It seems to be business as usual at Carat (maybe better than usual) following its £3.2bn acquisition by Japan’s Dentsu as the media buyer has just won the $500m Macy’s account from WPP’s MEC.
Post-merger many agencies run out of steam suspiciously rapidly as newly-enriched executives browse Sunseeker yacht catalogues and wonder whether to finally get that divorce.
Carat, which rattled the cages of the big US-based media agencies with its $3bn General Motors win 18 month or so ago, pitched against Interpublic’s Initiative and Publicis Groupe’s Starcom and Razorfish as well as MEC.
It’s not great news for MEC which has lost a string of account recently and installed Marla Kaplowitz as North America CEO late last year.
Macy’s also owns Bloomingdale’s and the whole group spends around $1bn on media in the US, which won’t have escaped Carat’s notice.