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COMUNICATI STAMPA

10-03-2010
De Agostini Editore awards management of European media budget for the De Agostini Partworks business unit to Carat Italia. Contract won by organisation headed by Giulio Malegori, which becomes De Agostini Partworks new media partner for Europe

Milan, 10 March 2010 - Carat Italia has been awarded the contract to manage the European media budget for De Agostini Partworks, following an international consultation process that also involved MPG (Havas), Maxus (GroupM), Omnicom Group and Media Italia (Columbus Network). 

As part of its innovation and development process, particularly at international level, De Agostini Partworks believed it was essential to launch this tender process among the major media agencies and centres, with the aim of identifying a single partner to handle its advertising and publicity campaigns for products in that region. With an international presence in over 50 countries and 120 launches of different series and partworks around the world, the publishing group’s European products are considered one of its strengths. 

During the consultation process, launched in September 2009, the group assessed the various agencies on a number of aspects: traditional media, digital media, strength of network and originality of the solutions proposed. 

The tender process concluded with the award of the contract to Carat Italia, which will start working with the group in some countries as early as the second half of 2010. The partnership between De Agostini and Carat will run until 2012 with a budget of around EUR 45 million per year. 

The main countries covered by the deal are Italy, the UK, Germany, Greece, Romania, Ukraine, Poland, Finland and Russia plus all the markets managed by these centres (in France and Spain, media activity will continue to be undertaken by the Havas Group and in Japan by the Hakuhodo Group). 

Under the agreement, Carat and De Agostini will create a structure with a central hub in Italy, which will liaise with the global media team of De Agostini Partworks to manage advertising investment throughout the world. 

“We are delighted to have on board a partner with the wealth of expertise and solid international network of Carat, at this crucial time when we are stepping up our international development, including in new countries, as well as being involved in a complex and exciting innovation process to transform our products and content into digital media,” commented Alessandro Belloni, CEO of De Agostini Partworks. 

Giulio Malegori, Chairman and CEO of Aegis Media Italia, said, “Carat has once again proved, as it has done since the beginning of this year, that it can offer customers active in our market a state-of-the-art service, and can also rely on a network that is unrivalled in terms of efficiency and speed of execution.” 

“We are extremely proud of De Agostini’s decision. And we are honoured that one of Italy’s most prestigious and internationally renowned groups has chosen our company to assist it in this important transitional phase in its strategic development”, said Giorgio Tettamanti, Chief Operating Officer of Carat Italia. “We will put all our efforts and enthusiasm behind the group, as well as the assets that have made our name”. 

“Although we were already using external agencies in other countries, in Italy we were carrying out the buying and planning directly. The new structure, which is in line with our global approach, will enable us to efficiently combine the De Agostini team’s experience with Carat’s specialist skills, so that we are best placed to tackle the changes currently happening in the media market”, added Stefano Bisatti, Global Media Director of De Agostini Editore's De Agostini Partworks business unit.

 

DE AGOSTINI PARTWORKS is the main business unit of De Agostini Editore, the sub-holding of the De Agostini Group, based in Novara. It is responsible for the co-ordination and strategic management of all the De Agostini Group’s operating companies in the publishing sector in Italy and throughout the world. Pietro Boroli is the Chairman of De Agostini Editore and Stefano Di Bella its CEO. De Agostini Partworks has a turnover of EUR 500 million and more than 120 launches in the 53 countries in which it currently operates in Western and Eastern Europe, Japan and the Far East, and, through its subsidiary Planeta De Agostini, Latin America. It is world leader in the partworks market with a product range encompassing collecting, modelling, reference material with digital content, courses, hobbies, and educational products and edutainment for children. The company holds major global licences, including those for Disney and Warner.

 

For further information, please contact:
Elena Dalle Rive   
De Agostini S.p.A. Press Office  
Tel.: + 39 02 62499592   
Mobile: 335 7835912  
e-mail: elena.dallerive@deagostini.it



Laura Rosati
Gruppo Aegis Media
T. + 39 02 776961
e-mail: laura.rosati@aemedia.com

 

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