Smucker Picks Carat for Media

Aegis Group’s Carat has been awarded the media planning and buying assignment for J.M. Smucker, the company has confirmed.

The company spent $125 million in measured media last year, up 16 percent from the $108 million it spent in 2008, according to Nielsen.

The win came after a consolidation review, and the assignment covers all traditional and digital media planning and buying.

A client rep said the company previously relied on several agencies for media services, though the only incumbent and pitch participant identified was Carat. Sources said MediaCom, a unit of WPP’s GroupM, was also on the roster and competed in the review.

The brands include Pillsbury, Smucker’s and Eagle. It bought Folger’s in late 2008 for $3 billion. Revenue for fiscal 2009 totaled more than $3.7 billion.

Carat has struggled in the U.S. for the past few years, but its fortunes have improved of late. In addition to Smucker, the agency in recent weeks has also won buying duties on Wyeth ($250 million) and buying/planning for skin-care company Beiersdorf ($100 million). In December, it picked up communications planning for Gillette ($100 million), a unit of Procter & Gamble, already a Carat client.

In the loss column this year: Revlon ($100 million) — which shifted to MediaCom without a review. Also, two Carat clients have called reviews: RadioShack and Alberto Culver.