Kohler has moved its media business to Aegis Group’s Carat following a review, the client confirmed July 14.
The incumbent was Publicis Groupe’s Starcom, which defended. The other finalist was WPP’s MindShare.
The Wisconsin-based spends about $60 million annually in domestic measured media, per Nielsen Monitor-Plus. Global spending was not immediately available, although most of its total outlay is in the U.S.
Carat will provide consumer and trade planning and buying services across all platforms in key markets including the Americas and Europe, the Middle East and Africa.
“We were impressed with Carat’s integrated global account management structure and philosophy across all media touch points, offline and online,” said John Engberg, the client’s manager of global media and web development in a statement.
Commenting on the win, Carat USA president Scott Sorokin said: “We’re excited and proud that Kohler has selected Carat’s global network of media talent to build connections with consumers around the world.”
Founded in 1873, Kohler markets products and services including kitchen and bath products and other home furnishings.
Select Resources International in Santa Monica, Calif., led the search.
Creative, handled by Omnicom’s GSD&M Idea City, Austin, Tex., was not in play.