Fast food firm Yum Brands drops Carat for Mediacom

Media agency Carat has been fired by one of its biggest clients, losing Yum Brands to Mediacom.

Carat issued a press release this afternoon saying:  

“Carat are enjoying a period of sustained growth and in recent months have won Disney, Disney Channel, Kraft Foods and NRMA Motoring & Services, to name but a few. However, following ten years working successfully together, Carat Australia and YUM! Restaurants will part ways.”

Nobody from Mediacom was available to comment on the win. Mumbrella understands that at the time of writing, most of the agency was celebrating at the agency’s North Sydney local, the Rag & Famish.

Yum Brands includes KFC and Pizza Hut.

The move contradict previous speculation that Ikon could get its hands on some of the business. Last year Yum Brands dropped Photon’s Bellamy Hayden from its roster and gave strategy work to Ikon’s planning unit C2.

Not long afterwards Carat’s former trading director Paul Meischke joined Yum to manage KFC’s marketing.

Meanwhile the move spells further bad news for Carat, which has seen a revolving door of its Sydney leadership and sister agency Vizeum struggle to make an impact on the market.

The move will sting all the more for Aegis, which owns Carat and Vizeum, as the review was led by Kinesis, whose co-founder Richard Halmarick led Carat during its glory days.

Carat’s biggest client is now Kraft

But the deal is the strongest sign yet that Mediacom’s new strategy-rather-than-buying direction is paying off. It also marks an evening of the scores by WPP, which owns Mediacom. Last month Carat took the Kraft business off WPP’s Mindshare.


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