Sovereign switches to Carat

  • Media
  • June 19, 2012
  • StopPress Team
Sovereign switches to Carat

New Zealand’s largest life insurer Sovereign, which is part of the ASB group of companies, has appointed Carat to manage its media strategy and buying, taking the account from OMD without a pitch.

“We’re looking forward to working with Carat and were impressed from the outset by the team’s proven track record and strong strategic ability,” says David Drillien, Sovereign’s general manager of product and marketing. “They have a talented group of people with a lot of experience, and we feel they are the right company to drive our media strategy going forward.”

Carat’s managing director Robert Harvey said the decision, which is effective from 1 July, didn’t come about as a result of a regional alignment and it was a New Zealand-only win. Nielsen’s AIS figures showed Sovereign’s advertising spend was $4 million in 2011.

“The Sovereign appointment is testament to the great work we have been doing over the past six months to strengthen the agency. As New Zealand’s leading life insurer Sovereign is a fantastic brand known for its innovation and solid reputation in the life insurance category. We are really proud to add Sovereign to the Carat portfolio and are very excited about working with their team.”

Carat is part of the Aegis Media group of marketing businesses, which purchased Mitchells in 2011. Mitchells officially moved in early this year, doubling the size of Carat and joining the other Aegis companies in the Parnell building, digital agency Catch! Media, PR agency Haystac, brand experience agency Synergy and promotional marketers Apollo.

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