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DB Awards a Contract to CARAT to Manage Its Media Spending for Four Years Starting in 2023

DB Awards a Contract to CARAT to Manage Its Media Spending for Four Years Starting in 2023
photo: Deutsche Bahn/DB Awards a Contract to CARAT to Manage Its Media Spending for Four Years Starting in 2023
05 / 11 / 2022

Deutsche Bahn AG has awarded the contract to the media agency CARAT Deutschland GmbH in a Europe-wide tendering process.

CARAT will take over Deutsche Bahn's entire media budget from 01.01.2023 for a four-year term with an option to extend. The new mandate includes an expanded scope of tasks. Hence, in addition to the central media and data strategy development, the Dentsu subsidiary will also assume media responsibility for individual measures, recruiting and job boards. These tasks will continue to be handled by MediaCom until the end of the year when they will be handed over to CARAT.

Jürgen Kornmann, Head of Marketing & PR at Deutsche Bahn AG, comments, "We are highly satisfied with the outcome of the complex award process. The months-long review and evaluation of the bids, as well as the intensive exchange with the top bidders, revealed a high standard of agency services. Ultimately, the offer from our old and new partner CARAT convinced us. We see ourselves optimally positioned for the coming years. At the same time, I would like to expressly thank MediaCom for its excellent cooperation over the past three years. By bundling the media services in one lot, we want to leverage synergy potential on several levels."

Nicole Schumacher, Head of PR / Content Marketing / Media at Deutsche Bahn AG, said, "The pandemic required completely new workflows, safety took on a new significance, and changes in industries and markets were and are noticeable everywhere, including the cooperation with agency partners. So it was an important and right decision to tender our media budget anew and bundled. Congratulations to CARAT, who convinced us with their holistic data-driven approach."

Georg Berzbach, CEO of Dentsu Media Germany & DACH, comments, "We are proud that we were once again able to convince Deutsche Bahn in this extremely professional process and are very much looking forward to continuing our successful partnership. With this, we will now support the further implementation of the strong rail with our consistent focus on consumers and numerous innovations."

"We have built a strong team for Deutsche Bahn in recent years and look forward to continuing to design first-class communications solutions for the railroad with this team in the future, to successfully implement the railroad's goals together," adds Jens Erichsen, Managing Director Carat Germany.

The EU tender process, in which the Marketing and PR department in the DB team worked together with representatives from the business units, Recruiting, and Central Procurement, covered the entire media buying services in two lots: Classic, Digital and Individual Measures, Recruiting, and Job Boards (Lot 1) and Media Mix Modeling (Lot 2). Lot 2 will be awarded by the end of the year.

In Lot 1, DB's award team was accompanied and supported professionally by IMEDIAG's Hamburg-based media specialists throughout the entire EU award process.

 

Source: Deutsche Bahn Press Releases

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