Pandora shifts media account from Ikon to Carat after three-way pitch

Dentsu Aegis Network media agency Carat has won a three-way pitch for jewellery retailer Pandora’s planning and buying account across Australia and New Zealand.

Carat was chosen over WPP agencies Mindshare, and incumbent Ikon, which won the business nine years ago when Mediacom resigned the account.

“We are thrilled to work with the team at Pandora sharing their mission to attract high value customers by putting real people at the heart of everything we do,” Carat CEO Sue Squillace said of the win, which takes effect from June 1.

“The Carat team is also looking forward to being a part of the next phase of their brand transformation.”

The Pandora account will now be serviced by ‘Team Pink’, an integrated team led by Carat and involving Dentsu digital performance marketing agency iProspect, which was already the incumbent on the jewellery brand’s digital account.

“We have had a brilliant and long-standing relationship with Pandora for many years now,” Tom White,  iProspect’s general manager, explained.

“So, it’s great news not only to extend this relationship, but to be able to combine with our sister agency, Carat, to form Team Pink and deliver on Pandora’s consumer focused future.”

Pandora’s marketing manager in the Pacific region, Catherine Rose, added that the brand – founded in 1982 and with a presence across 100 countries in six continents – needed an agency solution that offered a “new strategic vision”.

“Following on from our global rebrand in 2019, we sought new strategic vision and we are so pleased to have found that in the combined expertise of Carat and iProspect,” Rose said.

“We look forward to collaborating with Team Pink as we continue to modernise the Pandora brand and drive momentum, this year and beyond.”

The win adds to the agency’s recent momentum, including the retention of the $50m AHM and Medibank account, an extension of the L’Oreal contract, and the addition of Hisense in December. Those successes have been much-needed to counteract significant account losses including Mondelēz InternationalSuper Retail GroupVirgin AustraliaAsahiAmartBegaDavid Jones, and Disney.


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