Red Bull Energizes Carat | Adweek
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Red Bull Energizes Carat

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Energy drink marketer Red Bull has awarded its U.S. media assignment to Aegis Group's Carat after a review, the company has confirmed.

The incumbent was El Segundo, Calif.-based Siltanen & Partners, which did not defend. Other contenders in the review included Publicis' Optimedia and WPP's MediaCom, per sources.

Red Bull spent $50 million on ads in 2009, down nearly 30 percent from the $70 million it spent in '08, according to Nielsen. For the first six months of 2010, Red Bull spent $22 million, per Nielsen.

The scope of work includes planning and buying across online and offline channels for the brand's products, events and programs.

"Red Bull is a company we have long admired, and I am delighted they want to work with Carat," said Martin Cass, president of Carat, in a statement. "The consumer is at the heart of everything they do...which matches our approach and the way we are building our agency."

Creative chores, not part of the review, are handled by Kastner & Partners.

Red Bull, which is based in Austria, reported revenue of $4.4 billion in 2009, down 1.7 percent from the previous year.

The win is one of several key scores for Carat this year. In the spring it picked up the $250 million buying account for Wyeth, as well as assignments from Smucker ($125 million) and Beiersdorf ($100 million).

The wins make up for a few losses, including RadioShack, Alberto Culver and Revlon, worth about $350 million in combined overall spending.