HEADLINES: Carat S'pore sets pace with Q1 account wins

Carat Asia-Pacific has won more than US$45 million in new billings in the first three months of this year. Carat Singapore, which only opened in early January, has attracted new business to the tune of US$6.7 million, including Carlsberg Beer, Great Eastern Life Assurance, Gardenia Bread, Meyson Jewellery and Swensen's restaurants. The agency also won three regional clients - Nokia Networks, Seagate Technology and Alfred Dunhill - which will be managed from Singapore. Carat's Asia-Pacific billings, according to regional director Alex Abplanalp, currently stands at around US$780 million and he expected that the US$1 billion mark could be breached within the next 12 to 18 months. He said that media specialists have been educating the client side for the past three years and that it seems that the effort is coming to fruition. "In the past three years, we were about building networks and convincing clients about the value-added benefits we can bring and unbundle their media business," he told MEDIA. "Clients increasingly see that they cannot get the best of everything from just one agency but they can get the best from several agencies. "Since 85 per cent of an advertising budget normally goes into media, I believe we will see an escalation of media unbundling over the next two to three years. It will be much more than what we are seeing now."

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