Carat Wins Boost Buying

LOS ANGELES — Boost Mobile has tapped Carat to handle its media buying account.

The Los Angeles shop landed the business following a review that included crosstown rivals Horizon Media, which handled the media buy for the client’s September launch in California and Nevada, and Initiative Media.

Billings were undisclosed. Sources estimated the account to be worth $10-20 million initially; that figure could increase as the youth-oriented mobile phone company expands to other markets [Adweek, Sept. 16].

The review was led by Team One in El Segundo, Calif., which handles creative and media planning for the Irvine, Calif.-based client.

“There definitely was great chemistry with [Carat],” said Bonnie Chan, executive director of communications and integration for Team One. “The team that presented was very energetic, very enthusiastic about the business. They have nice research and proprietary tools that showed they really understood the youth market.”

The media agency selection was one of Chan’s last acts at Team One. On Nov. 1, she joins Saatchi & Saatchi in Torrance, Calif. as integrated communications director.

Horizon is currently finishing up a few projects for Boost, said Chan. Carat will handle a region-by-region rollout for the client beginning in January 2003, she said.

Representatives for Carat and Boost could not immediately be reached for comment.