Carat Launches Lifestyle Database

Advertising agency Carat, has announced plans to become the first media specialist to licence the entire CACI lifestyle database in-house, with a six figure investment allowing the agency’s strategic planners and consumer insight analysts to access over 300 additional facts on 38 million UK individuals.

The new insights will include lifestyle details and financial holdings and will offer clients enhanced prospecting and customer relationship activities as well as a strong targeting tool.

Explaining the significance of the database to Carat clients, Sue Elms, managing director of Carat Insight, said: “Our clients expect us to lead the market in delivering the comprehensive and differentiated customer insight they need to achieve their ambitious business objectives.”

She added: “CACI allows us to access, generate and warehouse relevant consumer information ourselves and then use it in new and effective ways. This ensures we are well positioned to have a best-in-market understanding of people. The CACI deal marks the beginning of a wider initiative – we intend to remain ahead of the game in data warehousing.”

The purchase of the CACI data will bring with it to Aegis Media 300 pieces of information, helping the agency to fulfil its long term commitment of delivering 360 degree integrated communications.

This summer, Carat International poached Anthony Jones, ZenithOptimedia’s world-wide research director, to head up its Insight division, playing a key role with some of the company’s high-profile global clients, including Vodafone, Renault, Philips, and Pernod Ricard (see Carat Signs ZenithOptimedia Man For Research Role).

Carat’s parent company, Aegis, is currently in the middle of intense speculation over a bidding war, with Vincent Bollore increasing his stake in the group from around 6% to almost 25% (see Bollore Closes In On 25% Aegis Share).

Carat: 020 7430 6000 www.carat.com