Carat wins Kohler media account

A media review has seen the Kohler brand leave Starcom for Carat.

Aegis Group’s New York-HQ’d Carat has picked up the Kohler account and will handle global media services for the brand, including consumer and trade media planning and buying services on all platforms in key markets that include Canada, the Americas and the EMEA.

The Kohler, Wisconsin-HQ’d kitchen, bath and fine home furnishings company selected Carat following a competitive media agency review. Kohler reportedly spends about $60 million annually. The incumbent in that review was Chicago-HQ’d Starcom. New York-HQ’d MindShare was also a contender.

‘We were impressed with Carat’s integrated global account management structure and philosophy across all media touchpoints, offline and online,’ says John Engberg, manager of global media & web development for Kohler. ‘Carat brought forward global ideas that bring to life the Kohler brand in locally relevant ways that drive a connection with our customers.’