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Relativity Taps Carat For Media Account

Adweek, Sunday, October 10, 2010 10:42 PM

Aegis Group's Carat has won U.S. planning and buying responsibilities for Relativity Media's film business after a review. Ad spending for the coming year's slate of up to 14 films is estimated at close to $200 million. Relativity, which is behind "The Social Network," about Mark Zuckerberg and the founding of Facebook, recently acquired the marketing and distribution operation of Overture Films, putting th hsop in the movie distribution business.

Previously, the company, headed by CEO Ryan Kavanaugh, had been a major financial backer of film projects, but not a distributor. The win is another in a string of victories for Carat this year, including Smuckers, Diageo, Wyeth, Beiersdorf and Red Bull. The shop has also sustained a few losses, including RadioShack, Revlon and Alberto Culver. Omnicom PHD as the incumbent.

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