ORBITZ MOVES MEDIA ACCOUNT TO MEDIACOM

Carat Loses Out in Parent Company Consolidation

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CHICAGO (Adage.com) -- Orbitz, the travel Web site, has moved its media-buying and -planning account to MediaCom, New York, part of WPP Group, according to executives familiar with the situation.
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Carat is out
Orbitz shifted the account away from Aegis Group’s Carat, Chicago. The company spent $16.7 million on measured media last year, according to TNS Media Intelligence.

Orbitz had no comment at press time and MediaCom and Carat didn’t return calls.

The shift is the result of consolidation by Orbitz’s parent Cendant Corp. The travel and real estate services company, which bought Orbitz last fall, had its own media planning and buying account with MediaCom.

Y&R Chicago
Creative remains with WPP’s Y&R, Chicago. Orbitz had recently sought ideas from other agencies, including Omnicom Group’s BBDO Worldwide, Chicago, but decided to remain with Y&R.

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