CARAT USA WINS BLACK & DECKER MEDIA ACCOUNT

Work Covers Power Tools, Outdoor and Home Product Lines

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NEW YORK (AdAge.com) --  Black & Decker said it has selected Aegis Group's Carat USA to handle media buying and planning responsibilities for its power tools, outdoor and home products businesses.

The decision follows a review in which independent Carat

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competed against incumbent Universal McCann, part of Interpublic Group of Cos., as well as Omnicom Group's OMD.

Contenders
The review began in September and initially included creative and strategic responsibilities as well as media buying and planning. Kirsten Smith, director of brand communications at Black & Decker, said agency contenders included Universal McCann, paired with McCann-Erickson Worldwide, New York; Omnicom Group's TBWA/Chiat/Day and OMD, New York; and independent Outloud, Baltimore, which paired with Carat.  

Black & Decker in December retained incumbent McCann-Erickson to handle creative and strategy, but did not make a decision on media services until today. Ms. Smith declined to comment further on reasons for the company's decisions.

Headquartered in Towson, Md., Black & Decker spent $15 million in measured media in 2002, according to TNS Media Intelligence/CMR.