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»Carat

Is Brand Value Defined As Long-Term Or Short-Term Performance?

"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Simone Chaffiotte, vice president and director, audience strategy at Carat USA. When companies arrange their marketing organizations by separating brand building and performance into distinct departments, teams often define their... Continue reading »
by AdExchanger // June 21st, 2019 //
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Podcast: Media Agency Tectonics

Dentsu Aegis Network’s media billings grew 28% in 2018, according to benchmarking firm RECMA, making it the fastest-growing media group among the holding companies. The company now has $13 billion under management across Carat, dentsu X, iProspect and other agencies. This week on AdExchanger Talks, Dentsu Aegis’ media chairman, Doug Ray, describes the agency’s growth... Continue reading »
by Zach Rodgers // April 24th, 2019 //
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How Advertisers Can Still Win In The Streaming Wars

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Sarah Stringer, senior vice president and head of innovation at Carat “Friends” may have launched in 1994, but thanks to streaming platforms, the show is as popular as ever. When it appeared on Netflix... Continue reading »
by AdExchanger // March 4th, 2019 //
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Under US CEO Michael Epstein, Carat Leans Into Strategy Over Scale

Media agencies, especially those owned by big holding companies, have always relied on economies of scale to get the best pricing for clients. While scale is still important in a digital world, agencies are finding strategy is a better value proposition for brands trying to make sense of data and technology and apply it to... Continue reading »
by Alison Weissbrot // December 6th, 2018 //
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Agencies Build Crowdsourcing And Automation Into The Media Plan

Agencies are adding new wrinkles to their media-planning processes to make sure campaigns are relevant and informed by expertise across many marketing disciplines. “More timely, adaptive media plans for clients make it easier to respond to things that drive business results,” said Joe Maceda, head of Mindshare’s Invention Studio in North America. And as holding... Continue reading »
by Alison Weissbrot // August 1st, 2017 //
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Merkle Rolls Out PII-Based Data Platform To Power Dentsu Aegis Network

Dentsu Aegis Network said Thursday that its media agency brands in the US will use Merkle’s PII-based M1 platform for centralized data planning and activation. Dentsu’s media agencies have been piloting M1 for a few months, and it’s now officially being deployed as a self-service tool at Carat, iProspect and 360i, as well as at... Continue reading »
by Alison Weissbrot // June 8th, 2017 //
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PII: For Carat's Patricio Jaramillo, Business And Analytical Skills Are A Career ‘Killer Combo’

This is the latest installment in "PII," a series featuring the talent that makes the wheels turn in our data-driven advertising world. Read previous interviews with talent from Mindshare, Mediavest | Spark, Razorfish, Essence, INNOCEAN, Clear Channel Outdoor and Placed. Patricio Jaramillo is in a serious relationship with data. “My relationship with my wife is first, and then with data,” the... Continue reading »
by Alison Weissbrot // January 10th, 2017 //
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Why Digital Hasn’t Killed The Radio Star

Print is dying. TV is changing. But in the face of digital competition, advertising spend on good old AM/FM radio remains strong. As the no. 1 reach medium in the US, radio reaches 93% of the population, according to Nielsen. When looking at the division of daily time spent with audio for the composite listener,... Continue reading »
by Alison Weissbrot // January 6th, 2017 //
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Carat Experiments With Programmatic TV Using Cox

Programmatic TV doesn’t exist? Don’t tell that to Dentsu’s media agency, Carat, which just reserved inventory programmatically across five local broadcasters. The upfront commitment, finalized this week, was executed with Videa, a private exchange/supply-side platform owned by Cox Media Group. The commercials will appear on Cox local affiliate stations, including CBS, Fox, NBC and ABC,... Continue reading »
by Kelly Liyakasa // December 15th, 2016 //
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Carat CEO Doug Ray On The Media Agency’s New Mandate

Carat has a leg up on holding companies scrambling to integrate siloed teams. As part of Dentsu Aegis Network, the media agency operates on a shared profit-and-loss (P&L) statement by country across the network. That allows it to pull in specialist media capabilities to better serve its clients, without those teams competing financially. “This idea... Continue reading »
by Alison Weissbrot // October 3rd, 2016 //
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