Carat Challenges Ground Zero

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LOS ANGELES-Carat USA is accusing California state of mishandling its five-year, $125 million anti-smoking account by allowing Ground Zero to take sole control of media buying.

Carat contends the state’s actions violate the law and may be costing taxpayers “tens of millions” of dollars. In a Nov. 2 letter to state officials, Carat said that when Ground Zero won the account in August 2000, it agreed to give Carat’s Los Angeles office media buying responsibilities and presented a media plan created by Carat.

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