Relativity Media Taps Carat for Buying and Planning Duties

Hollywood Studio's Account Is Latest in a String of Victories for Aegis Shop

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NEW YORK ( -- Aegis media agency Carat is continuing its new-business sweep, this time picking up U.S. media planning and buying duties for Relativity Media, the producer of popular new movies "The Social Network" and "Catfish." The incumbent was Omnicom Group's PHD.

Carat's work, which begins Dec. 1, will encompass the planned national release of 10 to 12 films within the next year, including "Season of the Witch," opening Jan. 7, followed by "Kids in America" and "The Dark Fields," slated for March. In addition to "Social Network" and "Catfish," Relativity's other well-known films have included "300" and "3:10 to Yuma."

In June 2010, Relativity Media announced a groundbreaking licensing agreement with Netflix, allowing the video service's subscribers to stream Relativity films during the pay-TV window following a film's theatrical release.

Carat representatives confirmed the win, but declined to share billings or revenue figures. PHD represenatitives could not be immediately reached for comment.

Relativity Media is privately held, but according to an Associated Press report late last month the firm's CEO predicts it will bring in more than $2 billion in revenue for the first time this year.

Carat has won an estimated $900 million in new business this year. The agency picked up Diageo's U.S. media account and Red Bull's $50 million U.S. media planning and buying account earlier last month. The shop also picked up the $100 million Beiresdorf planning and buying account back in March. But dark clouds are on the horizon: Last week Ad Age reported that one of Carat's biggest accounts, Pfizer, was starting a review of its $700 million media business.

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