Carat Staffs Up Pfizer Account

Carat USA has hired John Gates to head its Pfizer account, the media agency’s largest with estimated billings of $200 million.
Gates, 47, joins as svp, group account director, overseeing about 20 people working on such brands as Zyrtec, Viagra, Ben-Gay and Visine. He reports to Charlie Rutman, evp, managing director of Carat USA here.
“I saw this as an opportunity to work on a world-class client in an organization that’s right at the cutting edge of media,” Gates said.
The 20-year media veteran was previously Bates USA svp, group media director working on Wendy’s international account.
Earlier, at the former Backer Spielvogel Bates, he was an associate media director working with such clients as North American Philips, Carter-Wallace and Miller Brewing.
“He brings superior analytical skills, creativity and is a very client-focused person,” said Rutman, who worked with Gates for 14 years at Bates.
Gates is the latest addition in a spate of hires for Carat USA, which has added about 40 people in the last six months to work on new business wins.
Carat USA won Pfizer in December in a consolidation of media duties from various roster agencies.
It also added an estimated $30 million from Alberto-Culver hair care products and the $40 million Midas account to its roster.