Carat is the new media agency of record for Amorepacific Group in China, following a pitch. The remit covers all aspects of integrated media planning and buying for the entire portfolio, which includes Sulwhasoo, Laneige, Innisfree and Mamonde.
R3 led the pitch process. The incumbent was PHD. RECMA places the company's ad spend at US$10.8 million in 2018.
Starting in March, Carat will work with Amorepacific China to drive its 2020 communication plan, and "deliver on core strategies including strengthening brand competitiveness, customer experience and realizing omni-digital loop across all of its portfolios in skincare, cosmetics and personal care brands", according to a statement.
The brand aims to accelerate its digital transformation in China. "We were looking for a partner that would enhance our digital capabilities and have a performance mindset to increase conversion," the statement said. "Carat’s technology, tools and people stood out. Dentsu Aegis’s strategic vision for the future matched our own, coupled with their strong grasp of the fast-changing media landscape."