Hisense appoints Carat to its media account

Electronics and mobile communications provider, Hisense Australia, has appointed the Denstu Aegis Network’s Carat as its media communications agency, following a competitive pitch.

Carat will lead a team from across DAN to deliver an integrated, end-to-end media strategy, buying, planning, search and performance capabilities in Australia.

Hisense has appointed DAN’s Carat to its media account

The agency has been briefed with raising Hisense’s profile and elevate it as an aspirational brand, as it looks to diversify its product range in 2020.

Joseph Pardillo, Carat Melbourne managing director,  said: “Hisense is a dynamic brand with big aspirations for 2020. We can’t wait to align the strategic and data-driven media capabilities of our Group to help Hisense accelerate their ambitions and reinforce their world-class reputation in market.”

Hisense adds to a list of much needed client wins and contract renewals for Carat. In August, Medibank and AHM renewed its $50m account with Carat in a contract that will run until 2022. In September, L’Oreal also extended its six-year relationship with the agency. Last year Carat won the accounts for  United AirlinesBeacon Lighting, Event Hospitality and Entertainment and Grill’d.

Globally, Carat won the media account for Vodafone, however in the local market the responsibility remains with WPP’s bespoke agency Team Red.

The appointments follow a series of significant client losses for Carat including Super Retail GroupVirgin AustraliaAsahiMondelēz InternationalAmart, and Bega. In October, David Jones ended its relationship with the agency, handing its media account to UM Thrive, out of UM Melbourne. In the same month, Disney also announced its APAC account will shift from Carat to Publicis’ Zenith, with the move to take effect in 2020.

Former DAN CEO Henry Tajer, was appointed in January to undertake serious structural changed within the network and its list of agencies. Last week, he was ousted from the role and replaced by Angela Tangas.

During Tajer’s tenure, he installed Sue Squillace as CEO of Carat, following Paul Brooks’ resignation in September 2018.

Carat’s MD Simon Williams left in July after Squillace became CEO.


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