Additional Information


Content

Carat set to snatch £140m Government media buying business from M4C

Dentsu Aegis Network's Carat has snatched the Government's £140 million media buying business from Martin Sorrell's dedicated agency, M4C, pending any official objections.

Change4Life: Carat set to snatch Government media buying business from M4C

Change4Life: Carat set to snatch Government media buying business from M4C

Share this article

Carat, led by DAN chief executive Tracy De Groose and managing director Matthew Hook, seized the initiative by employing the Government's former COI leaders Mark Cross and Jon Hopkins after the consolidation of the business four and a half years ago.

The media agency will now handle all of the Government's media buying business for the next four years.

No-one from Carat or Dentsu Aegis Network was prepared to comment on the news.

Other agencies vying for the business with M4C and Carat were Omnicom Media Group and ZenithOptimedia.

The media buying account includes all government media campaigns, both domestically for bodies such as Public Health England and the armed forces, and abroad for VisitBritain.

All those involved in the pitch are now believed to be in a 10 day "cooling off" period, where any major issues or objections can be raised before Carat is officially appointed.  

Sorrell's WPP created M4C from a consortium of specialists from MediaCom, Mindshare and Mediaedge:cia when pitching for the business in 2009/2010. It is run by Peter Kemp, the managing director.

The future for M4C and its team of more than 40 media specialists was unclear at time of publishing.

This article was first published on campaignlive.co.uk

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Latest jobs Jobs web feed

FROM THE BLOGS

The Wall blogs

TT not PC External website

by Ian Moore, 23/11/2014

 

Beer monsters External website

by Greg Taylor, 21/11/2014

 

Back to top ^