Direct Line Group has moved its chunky UK media account – for Direct Line, Churcill insurance coverage and Inexperienced Flag – to Dentsu’s Carat. Carat received a three-way pitch towards WPP’s EssenceMediacom, Publicis’ Spark Foundry and Omnicom Media Group so it’s a giant win for the company, recovering after a fallow couple of years, because the 4 huge holding cokpanies would certainly have thrown all they’d at a constant £100m advertiser.
Not such excellent news for EssenceMediacom which has seen some enterprise slip away not too long ago. Merging Essence, hitherto a digital specialist with the mighty Mediacom at all times seemed a bit lumpy, particularly with the smaller Essence seemingly within the driving seat.
Carat has had a superb run and, to date, Western purchasers appear unperturbed about Dentsu’s ongoing reorganisation with Japanese execs holding practically all of the senior positions following the departure of Wendy Clark.
Carat UK CEO Clare Chapman says: “I’m super-proud of our Carat workforce who seamlessly built-in our deep media experience with that of Merkle Media and the broader Dentsu CXM specialism, to carry to life a complete buyer expertise proposition for Direct Line Group.”
