Carat is the first non-member of COI Communications' roster to be
appointed by the DTLR, which announced its intention to split from COI
last November.
The DTLR raised eyebrows last week when it appointed a roster of six creative agencies, all of which would have been available to it through COI.
"We were never going to say how many media agencies we would appoint," the DTLR's acting marketing director, David Murphy, said of speculation that the media business would be similarly split. "We only invited four agencies to pitch and we decided hiring one would serve us better."
The review was never short on incident. Zenith Media withdrew amid fears that its participation would damage its relationship with COI. Starcom Motive was then dropped, leaving OMD, which handles COI's radio buying, to fight Carat for the account.
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