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In December 2023, Elgiganten launched a tender to find a suitable partner to manage the media budgets in Sweden, Denmark, Norway and Finland. It is now clear that Carat is regaining trust, but this time with a new performance-driven partnership model.
The power giant has reorganized to centralize decision-making and ensure a streamlined strategic direction. To accommodate this new structure, Carat now operates through two areas of expertise: Media Strategy and Performance. These areas are designed to make collaboration as efficient and targeted as possible.
In addition to traditional media strategies, Carat had the freedom to allocate funds across different media channels to achieve the best results, based on Elgiganten’s goals and budget.
Carolina Oss CarlsonElgiganten’s Head of Marketing and E-Commerce commented in a press release on the decision to partner with Carat:
– This new partnership is a bold step forward in our marketing strategy. By integrating a performance-driven model, we achieve a more dynamic and responsive approach to media management. This collaboration is based on common goals and a business partnership that goes beyond the traditional client-agency model, and we believe it will strengthen our position in the Nordic region.
Madeleine JahoferThe CEO of Carat Sweden said the renewed collaboration was an inspiring challenge.
– At Carat, we see this as a new form of collaboration where we take on completely different responsibilities and we are very happy and proud to continue to be involved in driving the transformation of Elgiganten.
Dagens Media has applied for Karolina Åhs Karlsson
Also read: Media advertiser priorities and ratings for 2024
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