Club Med awards global media account to Carat

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PARIS -- French leisure group Club Mediterranee awarded its global media buying business to Carat, a subsidiary of U.K.-based Aegis plc. Carat, Paris, will be the lead agency.

The decision follows the appointment of Publicis, Paris, to Club Med's creative account in March this year. Publicis is charged with overhauling the holiday village operator's image around the world as part of a high-profile revamp of the entire business.

No budget has been disclosed, but the spending is expected to be much greater than in previous years. The business was previously split between various agencies in different countries; Carat was not one of them.

Club Med pledged to invest approximately $550 million over the next three years in its hotels' advertising and data processing under a plan announced at the end of January by Managing Director Philippe Bourguignon, the former chairman of Euro Disney.

The company's new ad strategy, which will kick off next winter, is said to be aiming for a positioning based on ``health, fitness and family,'' with a more direct appeal to younger people. The marketing department was restructured earlier this year, giving Yves Marten the marketing and sales director's job.

Copyright June 1998, Crain Communications Inc.

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