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Redefining Media.



The successful use of data can transform a modern media campaign and Carat specialises in finding new ways to harness data to deliver business value to our clients. Our data planning specialism works closely with our insight and analytics team and Dentsu Aegis Network UK sister-agency iProspect's data centre to develop market-leading tools and services for clients. We have won many awards for our work in this area over the years, being the first media agency to create a data planning team at the turn of the century and more recently being shortlisted for a Media Week Data Fusion award for our work creating a through-the-line actionable segmentation for British Gas.


At Carat, we recognise the importance of powerful communications strategies. Strategic ideas are central to our real-world planning approach, Integrated Communications Planning (ICP). We have a team of experienced senior strategists who come from a range of backgrounds and have the skills necessary to create ground-breaking approaches to solve business problems across bought, owned and earned media. Our strategies for clients large and small such as Diageo, Benecol and British Gas have won many awards and delivered real business value.


At Carat, we firmly believe that digital is no longer an add-on or nice to have as part of a media plan. Quite simply everything is digital and the word "digital" itself is fast becoming outdated. That's why we have split out our digital expertise into several areas - digital activation, search, social and mobile. This gives us teams of specialists who focus on the delivery of excellence across all aspects of digital. Our sister agency iProspect - based in the same building - further powers our capabilities in terms of performance-based digital, with teams dedicated to exchange desks, affiliates, conversion optimisation and DR media. Our teams deliver best-in-class execution, share best practices and strive to innovate through technology. In addition, our digital expertise goes far beyond specialisms - a significant proportion of our planners are digital thoroughbreds who have spent much of their careers in pure digital roles. This ensures that digital is always considered at the beginning of the planning process, rather than the end. This enables us to deliver integrated campaigns with a digital core across bought, owned and earned media that deliver outstanding business value to our clients.


Carat has a track record of delivering outstanding work in the mobile space from the Cannes Media Lion and Media Week Grand Prix-winning adidas London Marathon tracker app back in 2008 right through to 2010's Royal Navy Engineers recruitment iPhone app. From 2011, our specialist mobile team are further powered by Isobar Mobile - Aegis Media's new full-service mobile agency.


Carat has a dedicated team of social specialists who work with client teams to ensure that social media opportunities are always integrated into the heart of the plans we create. Our social expertise stretches from paid-for opportunities on sites like Twitter and Facebook right through to the moderation of communities for our clients and the creation of entire campaigns within the earned sphere. For example, in 2010 we won a Media Week Award for our work with Santander - the creation of the world's first financial services social media application. In 2011, we created the Royal Navy's first social media recruitment campaign.


Carat has won more major awards for its planning than any other media agency over the last five years. We provide a best-in-class media planning product across all media, based on our proprietary real-world planning approach, Integrated Communications Planning (ICP). Our planners often come from digital backgrounds and are trained to have an excellent understanding of bought, owned and earned media opportunities as well as to be conversant above, below and through the line. In 2010 we won the highest honour in UK media planning - the Campaign Media Awards Campaign of the Year for our work for British Gas. We have also won many other Grand Prixs for our innovative work including for the Department for Transport and Gordon's Gin.


Carat has long had a reputation as the best media buyer in the UK. We use innovative and new trading approaches to ensure our clients - large and small- benefit from the best rates in the market. Our heritage includes being the first network to establish group trading and we continue to pioneer new trading and partnership approaches with media owners, working across portfolios and including both traditional and emerging platforms. We are a top five press buyer and have strong relationships with all major media owners in order to ensure our clients get access to the best opportunities first. We are also a market leader in creating and negotiating cross-platform opportunities for our clients. These include last year's award-winning collaboration between The Telegraph and Gordon's Gin.


Carat has the largest sponsorship team of any media agency. We currently plan, manage and execute every element of some of the largest corporate sponsorships in the UK, such as British Gas's £15m sponsorship of Swimming in the UK, and Vauxhall's multi-million pound long-term association with Football. In addition, we have consistently pioneered every area of sponsorship, since the team was established in 2001. This includes negotiating the landmark sponsorship of Coronation Street by Cadbury, right through to 2011 tie-ups such as negotiating Sky's first ever product placement - with TRESemmé and Britain & Ireland's Next Top Model.


Carat has long had a reputation as the best media buyer in the UK. We use innovative and new trading approaches to ensure our clients - large and small- benefit from the best rates in the market. Our heritage includes being the first network to establish group trading and we continue to pioneer new trading and partnership approaches with media owners, working across portfolios and including both traditional and emerging platforms. Our broadcast team have long been respected as one of the very best in the market, developing new approaches across TV, cinema and radio implementational planning and buying. We have won many awards for our work in these areas including several Thinkbox TV planning awards. In 2010 we won the Radio Advertising Bureau Media Agency of The Year.


Carat has the number 1 capability for research, insight and evaluation of any media agency in the UK, according to the independent media agency benchmarking group RECMA. We have pioneered the development of many tools that have helped our clients create more powerful marketing strategies. Our proprietary survey, the Consumer Connection System (CCS), is the UK's most in-depth media and marketing survey. It has a sample size of 12,000+ and includes detailed media usage data in addition to attitudinal data. Our clients can add their own questions to the survey and we can link this data into existing databases. We regularly create bespoke segmentations and data fusions that deliver business value for our clients, being shortlisted in 2011 for Media Week Awards for our work in this area with British Gas and Diageo.


In the last five years our specialist direct team have pioneered the use of analytics to improve the effectiveness of direct response campaigns. This has resulted in many award winning campaigns over the years including the Media Week Award for best direct response campaign in 2006 for the use of our unique daily econometric modelling, combined with call centre data, to better balance a direct response campaign across all media channels. We have evolved these techniques which we now use on a range of direct response clients including Travelodge and LV=. We are currently focused on developing tools to optimise the allocation of performance budget across all digital channels, such as display, PPC, SEO and affiliates.


At Carat eCRM (electronic Customer Relations Management) is more than just sending emails.  A great eCRM programme offers significant insights into the consumers we communicate with and fits seamlessly into clients’ overall comms plans to maximise awareness, brand affinity and revenue.

We make sense of all the data available to find out what makes the consumer tick and utilise this to produce efficient and engaging messages to optimise communication. Through our knowledge of consumer data, behaviour, likes and dislikes we create personalised experiences targeted to the individual, not the masses

We understand consumer journeys and create dialogue plans not just content plans. We aim to start a multi-channel conversation between the brand and the consumers with the intention of building advocacy which allows us to kick start one of the most powerful forms of marketing – Word of mouth.