Following a change of brand ownership, Carat has picked up media agency duties for Sara Lee within Australia. OMD had previously held the account after taking it from MediaCom in 2011.
Carat said the account was worth $5million and underlined its FMCG credentials with Sara Lee joining with existing category clients McCain, Mondelez and Murray Goulburn. The cake business was sold by D.E. Masterblenders to McCain in February 2013.
“We’re very happy to be working with Sara Lee," said Simon Ryan, CEO of Carat Australia & New Zealand. "It’s a brand that focuses on strategic thinking and innovation when it comes to its products, and very much aligns with the Carat way of working. We look forward to contributing to Sara Lee’s success in Australia.”
The business was awarded to Carat non-competitively.
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