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Integrated Media: Proving One Carat Is Best

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Jul 30, 2007 

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Sarah Novotny  |

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Integrated Media: Proving One Carat Is Best

An announcement was made Friday by the companies formerly known as Carat USA and Carat Fusion, which reported the two, will become a single all-media agency. The decision came from many factors; however one of the most important was data.

Sarah Fay, the new CEO of the integrated companies which will operate under the name “Carat”, will also continue on as president of Isobar USA. She said, “[Data is] monumental. That will be foundational to the business. As we move forward, having a string service offering, data is going to be key to the value we provide to clients.”

Scott Sorokin, who was the president of Carat Fusion, will continue to work side by side with Fay as president of Carat. Ray Warren, former president of Carat USA, will be leaving the company to focus more on content marketing.

The agency is doing what it feels many others have not fully been able to do by integrating interactive and traditional campaign processes. The initial goal is to create a structure and process in which digital will not be overlooked or omitted. Fay said, “It’s about thinking with both sides of the brain and giving clients a strategy that incorporates digital right into the heart of the strategy.”

She added that this is not to overtake traditional media, but rather to have both aspects of the campaign be conceptualized together from the start. Fay wants to change the view of digital campaigns as an add-on considered somewhere in the middle of the planning process. “It’s like, ‘Do you want fries with that?’” she said.

The current campaign for Reebok served as “an impetus to bring us together,” according to Fay. She sees this campaign as the standard to be set for Carat as it is a far-reaching, digital-heavy venture that has required synchronization between many of Aegis’s networks.

The “Run Easy” campaign features traditional media efforts such as print, television and outdoor media as well as digital efforts such as web and mobile sites, YouTube mashups, and features on Apple iTunes, Flickr photos, Google Maps and Facebook.

Fay summed it up by saying, I’m hoping that the market will see [the change] as an obviously good thing.”

Plans permitting, there will be one account lead for clients to work with at the cross-media version of Carat, rather than separate interactive liaisons.

Tags: Carat, Carat-Fusion, CaratUSA and interactive-and-traditional-media

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