Carat U.S. CEO Doug Ray will take on a new role meant to create more integrated, custom agency services for clients across the Dentsu Aegis Network
Agencies are on the verge of an opportunity to innovate, collaborate and consult as true marketing partners.
First, let's dispense with some elephants in the room of this year's Media Agency Holding Company of the Year pick, Dentsu Aegis Network. While some might see it as a surprise because of some issues involving Japanese parent Dentsu -- including the disclosure of billings improprieties and the resignation of CEO Tadashi Ishii following an employee's suicide, ostensibly related to the agency's working conditions -- our rationale was based on how the network reorganized its media operations in the U.S., especially some key acquisitions that transform it around the most important factor in media today: It's the data, stupid. Two back-to-back deals -- its $1 billion-plus acquisition of data-driven performance marketing agency Merkle in August, followed by its purchase of leading independent agency trading desk Accordant in September -- as well as the integration of "digital-first" flagship 360i with pure-play media services shop Vizeum, demonstrated a vision that the future of media planning and buying, and related marketing services, is not about the scale of buying media, but the scale of organizing, mining, analyzing and applying data to get more leverage in the marketplace.
By Justine Bloome, EVP, Head of Strategy and Innovation, Carat USA CES is like re-entering the world’s atmosphere. It’s really t...
The Huffington Post, 02/02/2017
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Carat’s mission is to Redefine Media. Carat creates better business outcomes for clients through its command of media convergence. Established in 1968 as the world’s first media agency, Carat is part of Dentsu Aegis Network, the global communications network Innovating the Way Brands Are Built. Consistently at the top of RECMA’s Global Qualitative Evaluation ranking, Carat serves clients in 150 countries via a network of more than 9,000 talented staff. For more information visit Carat.com or follow @CaratGlobal.
CEO, Carat USA
EVP, Head of Strategy & Innovation
EVP, Business Development & Marketing