Austrian energy drink giant has hotly pursued digital ad trends.
Red Bull has handed its media buying and planning account to Carat following a review. The assignment covers both on- and offline media for the energy drink manufacturer's products, events and programs.
The account formerly belonged to Siltanen & Partners in El Segundo, CA. Creative duties remain with Kastner & Partners in Los Angeles.
Red Bull has forged a reputation in recent years for being at the forefront of digital advertising trends. It was among the first to develop a branded widget on Facebook , and was one of Twitter's launch partners for the Promoted Tweets program.
Red Bull has even shown a willingness to experiment with lesser-known social networks: In June, it became the first branded partner for location-based service Whrrl.
“Red Bull is a company we have long admired, and I am delighted they want to work with Carat,” said Martin Cass, president of Carat, in a written statement. “The consumer is at the heart of everything they do, and they execute brilliantly, which matches our approach and the way we are building our agency.”
The Austria-based energy drink maker spent $50 million on advertising last year, according to Nielsen.
On the heals of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Douglas Quenqua is a journalist based in Brooklyn, NY who writes about culture and technology. His work has appeared in The New York Times, Wired, The New York Observer, and Fortune.
Hong Kong, May 5-6, 2015
A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
May 6, 2015
12:00pm ET/9:00am PT