Carat Victoria has retained the media account for Beacon Lighting, continuing its six-year-long relationship with the retailer. 

The dentsu agency will be responsible for all paid media strategy, planning and buying, including brand, performance and programmatic.

Carat first won the Beacon Lighting account in 2018 before expanding the relationship in 2021. The partnership will now extend for a further three years.

Richard Lehocz, managing director of Carat Victoria, said: “To be able to continue to push the brand into new growth is a wonderful testament to the work done by the Carat team and the trust Beacon Lighting has in us, to drive never before growth for the brand.”

Prue Robinson, chief marketing officer of Beacon Lighting, added: “Over the years, the team at Carat have really grasped our business, goals, and especially our shift to trade, consistently enhancing our marketing plans. We’re eager to keep working together to reach our objectives.”

The extension of the relationship with Beacon Lighting follows Carat’s promotion of Toni Frith to group investment director – Victoria and appointment of Catherine Kealy as senior client director, leading Kraft Heinz.

Carat was also recently appointed by General Motors to handle all paid media strategy, planning, and buying for the launch of the Cadillac LYRIQ into the Australian and New Zealand markets. The appointment extended Carat ANZ’s existing relationship with GM, with Carat also responsible for all paid media for Chevrolet and Corvette.

Carat Victoria also recently won the media account for FunLab, managing all paid media for FunLab brands including Holy Moly, Strike, and Archie Brothers.

MD Lehocz joined the dentsu agency last year, when Danny Bass, media CEO of dentsu ANZ, called him a good fit for the role.

Originally published on Mediaweek 15th April 2024.


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