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.
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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.
March 19, 2014