Carat won the business after a four-way undisclosed pitch, which included the incumbent agency Universal McCann Manchester.
Carat will focus predominantly on press activity, as well as inserts and on and off the page.
Shop Direct, formerly ARG Equation, is part of the millionaire Barclay brothers' home-shopping empire and it includes brands such as Marshall Ward, Abound, Kays, Choice and Additions Direct -- formerly known as Argos Additions.
Shop Direct recently struck a deal with Additions to distribute 2m copies of its catalogue in more than 300 Boots stores. The catalogue features brands such as Oasis, Calvin Klein and Miss Sixty.
The brothers had their 拢590m acquisition of GUS cleared last month. Analysts had expected the Competition Commission to block the deal because it was thought that the twins will eventually merge the business with Littlewoods, which they already own.
This is the third major business win in 2004 for Carat. It won the 拢8m First Alternative account and the 拢5m Regency Mortgage Corporation account. It launched a direct communications team in April last year and over the past 12 months has also added clients including Dell and WeightWatchers.
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