The recent problems that have plagued Carat have had a knock-on effect on the media agency’s workload, with some of its global business being put out to pitch.
The adidas group, which has a global contract with Carat, has taken the decision to work with other media agencies on
a project basis, with both Starcom MediaVest Group and OMD picking up business. To date, three pitches have been held, with the adidas Football ‘Federation Kit’ project going to OMD. Starcom has picked up both the Originals ‘Celebrate Originality’ brand campaign and the adidas Football ‘F50 adizero’ brief.
Ellen Peacock, brand marketing manager, sport style & sport performance at adidas, confirmed the project wins.
Aegis Group-owned Carat restructured its regional headquarters earlier this year and appointed a new CEO for the Middle East and Africa following a period of uncertainty. Carat took full ownership of its UAE business last year and recently re-registered with Dubai Media City amidst speculation that the agency was to close its Dubai operation.