The perfumery chain's decision to centralize its media activities and move into the future with Carat is based on more than seven years of successful collaboration in Germany and Carat's strong DACH expertise. The communications specialists from the Dentsu network are now responsible for strategic consulting and media planning for traditional media such as TV, print and radio - extended to the entire DACH region, so that processes can be standardized and synergies created between Germany, Austria and Switzerland.
The focus is on implementing an integrated, data-driven media approach that is supported by a shared vision: even stronger strategic management of the brand in the region. "We are delighted that Douglas has placed its trust in us. The joint further development into a DACH-strategic collaboration is a strong sign of partnership-based agency-client relationships - and an exciting challenge that we are tackling with great commitment," comments Robin Jansen, Chief Client Officer Media Dentsu DACH.
"The collaboration with Carat is of great importance to us - the strong focus on target group and brand consistency sets the course for the future. Together we are sharpening the
core of our brand and bring them together with the people we want to reach. Carat has understood this and has impressed us for years with its strategic precision and expertise. In addition, we are looking forward to utilizing cross-border synergies in DACH and to further expanding our
more effectively," adds Cristina Donescu-Podzun, Vice President Marketing & CRM Douglas DACH.
Carat, a Dentsu company, employs 10,000 professionals across 120 offices in 51 markets worldwide and works with some of the world's most recognizable brands, including General Motors, Heineken, Kraft Heinz, Kellogg's, MasterCard, Vodafone, IKEA, Microsoft and P&G. Carat is pioneering the future of media by focusing on consumer empathy, pushing the boundaries of what's possible and advocating for people, businesses and society in everything they do. For scaled brands, Carat is the trusted partner to accelerate growth and pave the way in modern media.
Dentsu is a growth and transformation partner for leading companies worldwide. Founded in 1901 in Tokyo, Japan, dentsu is now present in over 145 countries and regions. The company has a proven track record of driving and developing innovation, combining the talents of its global network of leading brands to create impactful and integrated growth solutions for its clients. Dentsu offers end-to-end Experience Transformation (EX) through the integration of its Media, CXM and Creative services. With its Business Transformation (BX) approach, dentsu is not only pushing the boundaries of transformation for brands, people and society, but also paving the way for more sustainable growth. Dentsu, Innovating to Impact.
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After three years as Managing Director of Carat, Jonas Eliassen will take over as Chief Commercial Officer CCO as of August. The newly created position involves, among other things, the further development of the business model of the Dentsu agencies and thus the design of an integrated and sustainable product and service portfolio. In his current role as Managing Director and New Business Lead, Eliassen was responsible for various accounts and counts among his successes the pitch wins of Migros, Ikea and Heineken. He has been at home in the Swiss communications and media industry for more than 20 years and has worked for both agencies and publishers. "Advertising clients today expect the highest flexibility, transparency and consistent quality from their agencies. This need is at the heart of my new role at Dentsu: to align our offerings and services, and thus our internal structures and processes, even more consistently with this customer need and to position ourselves as an attractive, future-proof agency partner," Eliassen says of his new role.
Carat is succeeded as Managing Director by Andrea Wieseke, who was previously Group Director for the Coca-Cola account at Mediacom in Austria and Switzerland and Digital Director at Omd in Vienna. "Technological change is rapid and is changing the way we communicate, work and live. It is necessary to develop integrative media strategies with a digital-first approach. I want to drive this approach forward with existing and future clients of Carat Switzerland and am looking forward to the upcoming tasks and the team."
Christoph Bossard, Head of Marketing at Tesa Tape Switzerland, explained in a press release that the decision was based not only on the fact that the presentation and the conceptual approach were convincing, but also on the fact that the agency made them feel that they were in good hands.
"Tesa is the Swiss market leader in DIY adhesive tapes and also one of the world's leading manufacturers of self-adhesive product and system solutions, a strong brand in a competitive and innovation-driven market. We reflect this demand for innovation in the media services and communication strategies that we develop for and with Tesa. We are very much looking forward to working together," comments Jonas Eliassen, Managing Director Carat Switzerland, on winning the account.
Thomas Spiegel, CEO of Dentsu Aegis Network Switzerland, adds: "We are delighted to have won Tesa, a very strong, internationally recognized brand. The Carat Switzerland team presented an innovative, exciting approach in the pitch and I am extremely pleased that Tesa was able to convince us of this when the account was awarded."
In his new role, Klaus Nadler will be a member of the German Executive Board and work closely with Zoja Paskaljevic, CEO Dentsu Aegis Network and Georg Berzbach, COO Media Dentsu Aegis Network. Effective February 15, 2017, Klaus Nadler will thus be responsible for Dentsu Aegis Network's largest communications brand in Germany. In his new role, he will lead the Carat team and the activities and results of the Carat Group across the three locations Wiesbaden, Hamburg and Düsseldorf.
In addition to his responsibilities in traditional marketing and product management, Nadler laid the foundation for the future digital transformation of the media business at Goldbach with the founding of Goldbach Digital Services and was largely responsible for the strategic development of the German business in the form of Goldbach Germany. In addition, he initiated the comprehensive restructuring and realignment of the digital agency division - Goldbach Interactive - last year, which he also managed operationally on an interim basis.
With more than 20 years of experience in the communications, digital and technology industries, Klaus Nadler is a strategic all-rounder and entrepreneurial industry expert. Before joining Goldbach, he headed GroupM in Switzerland since 2012.
The budget includes planning for all media types as well as content solutions. Simon Wirth, Country Marketing Manger (CMO) of Ikea Switzerland: "Carat convinced us in the pitch with an innovative approach that fits well with the Ikea brand and culture. We are very much looking forward to a close and collaborative partnership starting in 2017."
"Ikea as a pioneer in your business field is a great asset for Carat. The leading furniture store in Switzerland relies on a modern, digitally focused communication strategy and, as a customer, is a perfect fit for Carat's data-driven approach to planning. We are very much looking forward to implementing this approach for Ikea in the future," Jonas Eliassen, Managing Director Carat Switzerland, comments on the account win.
Thomas Spiegel, CEO Dentsu Aegis Network Switzerland, adds: "With Ikea, we are gaining a customer that has changed an industry so sustainably like hardly any other company. At the same time, Ikea has managed to stand for constant innovation and closeness to the consumer for decades. With the positive decision to work with Carat, we see this as an obligation for us to bring this innovation to the media sector as well."
As before, the new Managing Director will work closely with Thomas Spiegel, CEO of Dentsu Aegis Network Switzerland, and report to him. Spiegel is looking forward to working with Jonas Eliassen: "The search for a successor was not easy. I am therefore all the more delighted that we have been able to recruit a very experienced media strategist in Jonas. He has enormous expertise across all media channels, is a highly respected colleague in our industry and always sees our work from the customer's perspective and with a convergent mindset."
Jonas Eliassen, who has 20 years of industry and agency experience and most recently worked as Strategy Director at ZenithOptimedia, is looking forward to the task ahead: "I see great potential for Carat in Switzerland: newly developed digital products and the CCS study, the only single-source study on the market, are taking the agency forward in leaps and bounds. We also have a strong network that won Agency of the Year 2015 in five major markets and a record year of new global client business. We want to use this momentum to make "Redefining Media" tangible and visible for our clients in Switzerland."
In addition to Pringles' 45 million dollar budget, the agency already manages the 250 million dollar media budget for Kellogg's in EMEA. Carat's EMEA activities for Pringles include the UK, Italy, Germany, Switzerland, the Netherlands, Belgium, Scandinavia, Spain, Russia, Israel, the Middle East, France and Austria.
]]>As Christof Kaufmann, CEO of Aegis Media Switzerland, emphasizes in a press release, this is "deliberately about more than just managing countertrades, which is customary in media." "We see ourselves as a sparring partner for all media future issues that also concern a progressive media house in its own right. As a long-time NZZ reader, I am personally delighted to be involved in thinking at the center of quality, so to speak, and to contribute our diverse print and digital know-how. At the same time, I'm fascinated by the international benchmarking in the area of top media products, for which our network has a special flair; for example, with our colleagues in Germany, who look after Die Welt there, among other things."
Markus Will, Head of User Market at NZZ, welcomes this expanded concept of media cooperation: "In addition to the printed Neue Zürcher Zeitung, many readers are increasingly using digital access to our content. Of course, we want to incorporate this change in media usage into our own communications, and especially address the digitally affine and mobile target groups. However, print advertising, with its special communication impact, remains our most important media channel."
The package of tasks also includes media activities for the Carpe Diem brand, as the agency writes in a press release. Oscar Ferrer, Head of Marketing, explains his decision: "Ultimately, we were won over by the overall package offered by Aegis Media Group Switzerland with its specialist disciplines of electronic media and digital. The Group's interdisciplinary approach, with everything from a single source and under one roof, was the deciding factor for us."