Carat Launched Dedicated Digital Department
Carat has become the latest agency to respond to the increasing role of new media in the marketing mix with the launch a dedicated department to handle all of its digital planning and buying business.
Carat Digital will be headed by Keith Rattray, who takes charge of a 20-strong team handling more than £10 million worth of business across the agency’s existing client portfolio including Renault, British Gas, Churchill and Diego.
The team has been created in response to strong advertising demand for a fully integrated digital and direct marketing offering. It will utilise Carat’s new multimedia response analysis software, Boomerang2, which enables comparisons to be made across platforms online and off-line.
Commenting on the initiative, Colin Mills, managing director of Carat, said: “Digital media is of growing importance to a number of our clients. I have every confidence in Keith in his ability to lead this dynamic area of our business.”
Rattray joined Carat in 2000 as head of interactive television and was instrumental in pioneering the medium. This included the first interactive commercial to be shown on Channel 4, the evolution of advertising formats on Sky and partnering with ITV in their quest for a workable interactive solution.
Outlining his vision for Carat’s new digital offering, Rattray said: “The new team aims to achieve outstanding results and unprecedented levels of service for existing clients, whilst encouraging new advertisers to invest in the medium.”
One of Rattray’s first tasks in his new role will be to oversee a conference on 21 September this year entitled Tomorrow’s Media World. The one-day event will focus on the future of digital media and will be aimed at senior marketers.
Earlier this year the Starcom UK Group merged its existing digital operations to create a new division dedicated to putting new media heart of the communications planning process. The new structure engages in planning and buying across a number of platforms including the internet, interactive television and mobile (see Starcom UK Launches Dedicated Digital Division).
Carat: 020 7430 6000 www.carat.com
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