Government hands L550 million buying account to carat


Dentsu Aegis Network’s Carat has officially been awarded the L550m Government buying contract. Beginning immediately the business will now handle media buying for all Government departments and the contract will sit with the business for the next 4 years.

The competition was run by the Crown Commercial Service.

While ultimately run by Carat, the pitch was a hugely collaborative effort with the winning team being made up of a huge cast of players from across the entire Dentsu Aegis Network UK offering. 

Matthew Hook, the managing director at Carat, said: “The 7-month effort to secure this contract touched every part of our media operation, from digital performance, to trading, implementation planning and legal services: the win is therefore a symbol of our unique ability to collaborate as an organisation, and we look forward to driving this forward to create a great partnership with the government that delivers business value for everyone.

“The social outcomes that we will be working to deliver in partnership with the government will be some of the most important in UK marketing. We believe that the government can benefit strongly from a more innovative approach to media deployment that delivers value for the UK taxpayer by unlocking the opportunities of a convergent media landscape.” 

Matthew Platts, President of Amplifi UK, said: “This is an outstanding result and one that couldn't have been achieved without the support of the entire Dentsu Aegis Network in the UK.  There is an opportunity to do some great work here that delivers important outcomes for the country and it is going to be a privilege to be the group with that responsibility.”

Carat was initially identified as being the successful bidder in September but the award was delayed following an appeal by WPP which was overturned last week.

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