UPC, Liberty Global Europe's telecommunications operation in Ireland, has retained Carat for its media account following a four-way pitch.

The Aegis-owned agency fought off Mindshare, Starcom and Initiative to retain the account, which had been eagerly awaited following the UPC creative account going to Irish International BBDO at the tail-end of 2010.

According to Adworld UPC is one of the most active brands in the Irish advertising market, with the company currently featuring Irish broadcaster Keith Doyle in its high profile account.

The Irish telecoms giant underwent a significant rebranding exercise in 2009 in an attempt to win over new subscribers to its phone, TV and broadband packages.