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Carat J. Walter Thompson

Questions remain over which agency is responsible for the Hungarian government’s anti-migrant campaign

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By Seb Joseph, News editor

September 24, 2015 | 3 min read

The ongoing refugee crisis that has enveloped the news agenda, and is filtering down to trade media outlets, with JWT and Carat linked with an anti-migrant ad campaign commissioned by the Hungarian government. But inquiries made by The Drum would suggest responsibility is more widespread.

Words by Ronan Shields and Seb Joseph

JWT was first linked to the campaign via a statement issued on a Hungarian government website, but an additional statement (on the same website) forwarded to The Drum by a JWT spokesperson alludes to a similar campaign conducted in an earlier phase of the refugee crisis, with input from Dentsu Aegis’ Carat. The ads, aim to discourage those fleeing conflicts in the Middle East from seeking illegal passage through the Eastern European country.

The anti-migrant campaign has since been condemned by some, although the Hungarian government has attempted to justify its stance, claiming it is aimed at preventing “illegal immigration.”

JWT declined to comment on its involvement with the Hungarian government. However, sources approached by The Drum have claimed that the agency did not actively work on the campaign nor has it accepted any payment for the assignment, adding that all media was handled by a third party. It distances the agency from the allegations that it is offering its services to whip up xenophobia in Hungary, although the agency is indeed working on the government’s communications.

Carat has denied outright it has worked in any capacity on the campaign, despite the Hungarian government’s claims to the contrary. A statement from the agency reads: “A recent post named Carat as media partner on an information campaign against illegal migration. Carat Germany and Carat Austria are unaware of any such campaign. Carat Hungary does not work on behalf of government.”

The Drum attempted to contact the Hungarian government for further clarification as to which agency is responsible for the campaign in question, but it did not respond to these requests.

Carat J. Walter Thompson

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