The final pitch for the business was fought out between Carat, the incumbent MediaCom and OMD.
BCA is a wholly-owned subsidiary of German media company Bertelsmann and has more than two million current members. Formed in 1996, the advertiser sells directly to customers through specialty and populist book clubs.
According to Nielsen Media Research, BCA spends most of its 拢1.5m annual media budget on direct mail, while the majority of the rest of its spend is placed in press.
Carat will be looking to up the fortunes of BCA as it fights to maintain its position in the book retail sector against online retail giant Amazon.com. BCA is said be looking to promote its online presence in the face of the competition.
The company restructured its marketing division last month as a result of consolidation of its general, fiction and specialist non-fiction departments into one.
Book clubs operated by BCA include World Books, The History Guild, The Softback Preview, Books for children and The Military & Aviation Book Society.
Neither BCA or Carat was available for comment regarding the win.
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