BMW shifts German media account to Mediaplus

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MUNICH--Mediaplus has won German automaker BMW's $62 million media business in Germany following a pitch including Hamburg-based Initiative Media and others. Mediaplus, the media buying and planning arm of Munich-based Serviceplan, enjoys a cooperation agreement with Carat, though the agencies are not financially linked.

Meanwhile, Carat is tipped as a favorite for BMW's European media business. Currently, BMW uses Carat in France and Zenith in the U.K. Carat in the U.K. would not comment.

Copyright June 2000, Crain Communications Inc.

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