The twin clarion calls of channel integration and consumer engagement claim one of the biggest U.S. digital marketing firms.
Carat Interactive has subsumed sister agency Carat Direct and changed its name to Carat Fusion. The change is meant to drive home the Aegis subsidiary's shift "from a channel-based focus to an approach-based focus," according to President Toby Gabriner.
Carat also said it has developed an optimization tool, called Citadel, which is geared toward providing better data on where an individual sale or lead originated. Executives say it can it pull either consumer data or campaign data, and give the agency a good idea of the lifetime value of customers.
"More and more clients are looking to better understand the massive changes that are happening in the marketplace," said Gabriner. "Digital is becoming a huge part of the ways in which consumers are using media today. And measurement is becoming increasingly important as a way of determining ad spend. There's a revolution going on in the marketplace as it pertains to media consumption patterns."
The move to break down the internal barriers between media channels and marketing disciplines is similar to the recent decision by WPP's Mediaedge:cia (MEC) to form MEC Interaction from its online and offline lead generation units. However, the operational changes at work within the Carat organization appear somewhat less radical than those implemented at MEC, where spatial divisions within that firm's offices were totally broken down.
Still, there are procedural shifts underway at Fusion. As part of the strategy shift, each of the agency's five U.S. offices will be outfitted with what executives are calling a Fusion lab, a space where team members will meet to discuss client strategy. Additionally, every single staffer's business card will have "engagement specialist" printed on it. Staffers will retain functional titles, however.
"We've developed an entire Fusion planning process," said Gabriner. "We've gotten rid of the traditional creative brief and media brief, [replacing them] with what we're calling our Fusion brief."
He added there are four key rubrics against which each of Carat Fusion's campaign briefs will be checked: Is it compelling? Is it unexpected? Is it measurable? Is it worth it? In other words, he said, "Are we making a difference for our clients in terms of their business?"
Carat Interactive merged with sister agency Carat Direct back in January, but didn't announce the move at the time. Susan Rowe, who was EVP of Carat Direct, now reports to Gabriner as EVP of integrated media. Other reporting relationships at Fusion remain as they were before the units were combined.
Carat Fusion will retain its place in Aegis' Isobar network. Isobar also includes iProspect, Freestyle Interactive, Stockholm-based FarFar and Boston Web development firm Molecular.
Want to learn more? Join us at ClickZ Live New York 2015
[ALERT] Super Saver Rates Expire January 30. With over 15 years of experience delivering industry leading events, ClickZ Live brings together over 50 expert speakers to deliver an action-packed, educationally-focused agenda covering all aspects of digital marketing. Quick! - Register today to secure your place at the best rate.
Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
Hong Kong, 20-21 January
Singapore, 5-6 March
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
January 29, 2015
1:00pm ET/10:00am PT