Marlboro is moving its £6 million UK media planning and
buying account held by Carat into Initiative Media.
The win for Initiative follows a review brought about by the selection
of Imperial Tobacco to distribute Marlboro in the UK. The move was made
by Philip Morris, the brand's owner. Initiative handles planning and
buying for other Imperial brands.
The switch ends a nine-year relationship between Marlboro and Carat,
which won the business in 1992 when Rothmans controlled the marketing
and distribution of Marlboro in the UK.
Marlboro's creative account, handled in the UK by TBWA/London, is
unaffected.
Marlboro's UK media spend is split between outdoor and press
activity.
Tim Allnutt, a managing partner at Initiative Media, said: "This is a
great appointment for us. Marlboro is a tremendously powerful brand."
.jpg)
.jpg)