Carat keeps £150m European Dell brief

Aegis-owned media agency Carat has retained the £150m European media planning and buying brief for computer giant Dell following a two-way pitch with a network bid from the Omnicom media group.

The centralised European account takes in 13 countries, including the £40m UK business.
The Dell win secures Carat's biggest online client across Europe and follows its recent successful retention of supermarket chain Asda. Both Dell and Asda rank in the agency's top five clients.
Carat has handled Dell's media account for the past 15 years after initially working on the UK business brief since 1991.
Dell began reviewing its European media planning and buying business two months ago, following the transfer of a slice of its creative business from DDB London to AdPeople, a Danish advertising agency.
OMD currently handles Dell's US media business after winning the account three years ago, while its Asian market is run by Havas, which won the business last year.

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