Event Marketer Pallotta Taps Carat

Carat North America here has been named media planning and buying agency for Pallotta TeamWorks, an event marketer specializing in social-marketing causes.

The $10-20 million account was awarded following a review that included incumbent Initiative Media, L.A., and Ocean Media, Huntington Beach, Calif.

“This gives advertising a good name,” said John Barnes, managing director of Carat’s Southern California outpost. “I really feel honored that we’re working with a company that has this kind of purpose and mission. These guys are changing the world.”

Robert Hartman, Pallotta’s vp of marketing, said Initiative was the first media agency the company has used, and that it was time to do some comparison shopping. “Initiative was awarded the business without a review, and we felt a formal review process [going forward] was necessary, ” he said.

Pallotta’s media mix includes radio, national and local print and out-of-home advertising. This year, spot TV will be added for the first time. Matt Greenfield, Pallotta’s director of advertising, said Carat’s resources will also be used for “grassroots guerrilla marketing in local communities” via point-of-purchase and other avenues.

Events produced by Pallotta have netted more than $154 million in donations for breast cancer and AIDS causes since 1994. The company currently has three events on the road: the Avon Breast Cancer 3-Days, Tanqueray’s AIDSRides USA and Pallotta TeamWorks AIDS Vaccine Rides.