Burberry Selects Carat as New Global Media Agency

UK Fashion House Had Been Working With UM for Three Years

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Burberry has selected Carat as its new global media agency after a review, Ad Age has learned.

According to industry executives, the final round of the pitch came down to a shootout between two shops: Carat, which is now owned by Dentsu after a merger with Aegis, and WPP's MediaCom' class='directory_entry' title='Ad Age LookBook'>Mediacom. The global incumbent, Interpublic Group of Cos.' UM, told Ad Age that it declined to participate in the review that began in late 2012. UM had been working with Burberry for about three years.

The agencies and Burberry didn't respond to requests for comment by press time.

In terms of measured media, the UK-headquartered fashion company doesn't spend much. It devoted $21.6 million on measured media in the U.S. market, according to Kantar Media, but the business is spread across several global regions. Though the company is one of the most savvy fashion brands on the digital front, it spent most of its U.S. measured media budget - $16.6 million - on magazine buys.

In a recent interview with Ad Age , chief creative officer Christopher Bailey said, "[Digital] is something that should never be an afterthought -- it should never be a checklist that is something to do." He added, "I don't like traditional marketing, necessarily. We've moved on quite a lot, and I think none of us like to feel marketed to."

For Carat, picking up Burberry continues a winning streak that includes adding General Motors, Macy's , GoPro and Sony Playstation, among others.

Burberry is not the only fashion house reviewing its media business. Chanel began a global media agency review in January.

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