The Public Broadcasting Service has tapped Carat Freeman in Newton, Mass., to handle buying and planning chores for print, broadcast and interactive media.
There was no review, according to PBS official Stu Kantor. Instead, the client "went after" Carat Freeman's parent company, New York-based Carat North America, he said.
David Verklin, president and chief executive officer of Carat North America, has pledged to oversee the account, Kantor said. Verklin served as media director at Hal Riney & Partners, which for years was PBS' agency.
When PBS decided to unbundle its account earlier this year, it assigned creative duties to Lee Hunt Associates in New York and approached Carat.
PBS spent almost $15 million on ads in 1998, according to Competitive Media Reporting. --Judy Warner