Carnival Cruise Lines will not be using its American agency for its expansion into the UK market - and British agencies are lining up for the £6 million account.
Carnival’s creative account in the US is handled by Arnold - but that agency isn’t among the finalists for the U.K. assignment, says Adweek.
The British contenders are M&C Saatchi, RKCR/Y&R and Karmarama, according to the mag. Final presentations are down for next month and a decision is expected shortly
A competing cruise line, Royal Caribbean, is also looking for a UK agency for its £6 million British account . Previously Royal Caribbean adapted international campaigns by JWT, for the UK market, That review is also believed to be in the late stages, said Adweek.
Miami-based Carnival media spend in the US was $60 million last year—up 33 percent from about $45 million in 2009, according to Nielsen. Those figures don’t include online spending.
Arnold and fellow Havas agency MPG have handled Carnival’s U.S. creative and media accounts, respectively, since 2008.
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