The new Maximize Media Plus entity laid off 10 staff at Media Plus, including several on the auto briefs. "The client was unhappy about the loss of key personnel, said Carat United chief executive officer, K. F. Lee, adding that its appointment came with the condition that it hired several ex-Media Plus staffers.
CMC manufactures and imports Mitsubishi vehicles, while YLM is the manufacturer and importer of Nissan and Renault automobiles. Both are competitors although they are owned by the same family.
Carat will have separate planning teams for the two businesses, however, buying is consolidated with one team.
The account could propel Carat to become the largest media agency in Taiwan. Last year, it ranked fourth with billings of $2.1 billion.
