Quadrant consolidates its media buying moving $9m Barbeques Galore media account to Carat
Private equity firm Quadrant has consolidated the media buying on some of its retail businesses awarding Carat $9m media account for barbeque and outdoor retailer Barbeques Galore.
The appointment sees the account move from independent media agency Paykel Media, following a closed pitch process.
Barbeques Galore CEO Luke Naish said, in a statement: “Barbequing is a quintessential part of the Australian lifestyle and culture, and the team at Carat really embraced that.
“We were impressed by their strategic and digital capabilities, and look forward to working with them to evolve the iconic Barbeques Galore brand.”
The move comes three years after parent company Quadrant bought the retail chain and brought it together with another retail chain Super A Mart, which is already represented by Carat Brisbane.
“Barbeques Galore truly are a market-leading brand, operating in a demanding and competitive landscape, who have always embraced the need to evolve to fit the rapidly changing retail space,” said Gab Merrick, managing director of Carat Brisbane.
“We look forward to working closely with Barbeques Galore to help them take the next step on their journey.”
The account has been held by independent Paykel Media for the last six years, with the agency confirming there will be no redundancies in the wake of the account move.
“We wish them well,” said Tony Paykel, managing director of Paykel Media.
“We held the business for a number of years, mainly due to our very strong working relationship with the client, which in fact was a reflection on Paykel as a trusted and professional partner over that time.”
Carat commences officially on the account on September 1, 2015.
Nielsen estimates Barbeques Galore had a main media spend of $9m in the previous financial year.
Nic Christensen
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