Carat and Mediaedge:CIA retain £100m Deutsche Post account

Deutsche Post World Net, which owns the Deutsche Post and DHL brands, has retained Carat and Mediaedge:CIA to handle its E150m (&£105m) global media planning and buying account after a review (MW August 5).

The business is worth about &£7m in the UK, and has been retained by Carat’s sister agency Vizeum. Carat itself handles the rival Royal Mail media buying account in the UK.

Both incumbents repitched for the business against Initiative Media and Mediaplus. Starcom MediaVest pulled out of the pitch at the end of September.

Carat will continue to handle Deutsche Post World Net’s media account across Europe, with Mediaedge:CIA responsible for the rest of the world.

The German postal operator is rebranding as DHL Global Mail from early 2005 (MW October 14).

Deutsche Post World Net generated sales of more than E40bn (&£28bn) last year. It is one of several companies developing rival services to Royal Mail as part of the deregulation of the UK postal service.

Last year, the company launched an &£89m campaign to publicise the global rebranding of its parcel, express and logistics business under the DHL umbrella. It created a film trailer-style television campaign to demonstrate the fast-paced, dynamic nature of its industry.

The ads were created by German agency Jung von Matt, and were adapted for local markets by Ogilvy & Mather.

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