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NEW YORK Mattel has awarded Aegis Group’s Carat its global media planning account and the majority of its media buying after a review, according to sources.
Estimated annual ad spending on the business moving to Carat is $500 million, per sources.
The incumbent was WPP Group’s MindShare, which defended; Publicis Groupe’s ZenithOptimedia also pitched, per sources.
The contenders could not be immediately reached for comment, and the client did not return calls.
Sources said MindShare retains the buying assignment for the domestic network TV portion of the Mattel business.
Mattel’s
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