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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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