Mars Incorporated, the multinational petcare, chocolate, confection, food & drink company, is the biggest account among the three wins. According to Joanne Liu, GM of Carat Media Taiwan, the client's media adspend in 2011 to 2012 was US$3 million to US$3.5 million (NT$60 to 100 million), with TV still its major media channel to reach mass consumers.
Carat won the two-round pitch in October against the incumbent OMD and MEC. Carat Media Taiwan will be in charge of the media duties for Mars’ Petcare and its chocolate brands. BBDO is the creative agency for this account.
With the THSR pitch, McCann Worldgroup Taiwan teamed up with Carat Media Taiwan (pictured below) and was chosen from a total of four teams as THSR’s media and creative service partner. As reported in December, THSR would like to increase passenger intake from leisure travellers.
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