NEW YORK (AdAge.com) -- Aegis' Carat has been tapped to handle consumer and trade media buying and planning for Kohler Co. in the Americas, Europe, the Middle East and Africa, the marketer announced.

Kohler spends about $65 million to $75 million in media in those markets, an executive familiar with the matter said. In the U.S. alone, Kohler spent about $44 million in paid media in 2007, per TNS Media Intelligence.

Carat beat out the incumbent, Publicis Groupe's Starcom, and WPP Group's MindShare in the review, which was managed by Santa Monica, Calif.-based Select Resources International.

Creative unaffected
Creative, handled by Omnicom Group's GSD&M Idea City, was not affected by the review.

John Engberg, manager-global media and web development for the marketer, said Kohler chose Carat because "we were impressed with Carat's integrated global account management structure and philosophy across all media touch points, offline and online" -- an encouraging statement for Carat, which integrated its online and offline media operations in an agency reorganization about a year ago.

Headquartered in Kohler, Wis., the privately held Kohler sells kitchen and bath products, engine and power generation systems, cabinetry, tile and home interiors. It also has a hospitality group that markets luxury resorts and golf destinations.