ESSEN, Germany -- Carat, Europe's leading media independent, has picked up Coca-Cola business in a second major European market. Aegis-owned HMS/Carat won the $60m media buying account in Germany from Frankfurt-based Universal Kommunikation Media Intensiv. Carat already handles media buying for the Coca-Cola Co. in France.
Essen-based Coca-Cola Co. Germany invited four agencies to participate in several rounds of presentations that took place over 10 weeks. It's rumored that D'Arcy Masius Benton & Bowles' Mediacenter in Frankfurt was one of the four agencies pitching.
The Coca-Cola win strengthens HMS/Carat's position as the largest media buyer in Germany, handling $1.9bn in billings during 1996. "It's Carat's goal to grab more multinational clients such as Volkswagen, which it won two years back, in order to become a global player," says HMS/Carat founder Kai Hiemstra. Carat's other international clients include Dutch electronics group Philips and Kellogg.
It's expected that Carat will target Coca-Cola media accounts in other European countries.
Copyright January 1997, Crain Communications Inc.