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The appointment separates media for the London centrepiece from the remainder of the Tussauds Group, the planning and buying for which remains with Manning Gottlieb. The Tussauds Group also includes the adventure centres Thorpe Park, Chessington World of Adventures and Alton Towers. The creative account for Madame Tussauds was similarly divided in November 2000, when BMP DDB replaced J. Walter Thompson.

Carat was handed the Madame Tussauds business after a pitch which concentrated on planning strategies for the account. The pitch was overseen by the head of marketing at Madame Tussauds, Paul Moreton. "We are looking forward to working with Carat and believe its planning insight will deliver real value to us,

Moreton said.

Carat's Martin Cass will become the client director for the Tussauds business. Guy Abrahams will head communications planning on the account. "We're delighted to be working on the Madame Tussauds account,

Cass said. "It's a major London attraction with huge potential."

Carat will be tasked with planning a repositioning of Madame Tussauds that will aim to give the venerable waxwork institution greater appeal to adults. Upcoming advertising campaigns will attempt to raise the domestic profile of the tourist attraction while maintaining its popularity with visitors from overseas.