American Express has consolidated the majority of its global media planning and buying business into Mindshare, with Carat losing the £10m account in the UK.
It follows a three-month review, which is believed to have been led by the credit card’s procurement department.
American Express has also moved its Italian and Japanese accounts into the WPP agency without a pitch, meaning Mindshare now holds the bulk of the account globally. It does not hold the account in Asia.
MindShare won the bulk of the American Express business in 1998. The latest review is thought to have been part of a process that began in August when Amex began cutting its roster of non-core European agencies in a move initiated by the procurement department.