Carat creates content exec role

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Former Ogilvy & Mather executive Rob Hollander was named senior vice president of content strategy at digital marketing agency Carat Fusion's Los Angeles office.

This position was created to help the agency identify new cross-channel marketing opportunities and integrate internal departments in response to the trend of advertising content blending with entertainment.

"With announcements like ABC-TV developing a sitcom based on the Geico Cavemen and Burger King creating a feature film starring their King, the need for well-defined strategies and expansive thinking has become paramount," Mr. Hollander said.

He was most recently a senior partner and worldwide group creative director at New York-based Ogilvy & Mather, where he led integrated marketing programs involving interactive and emerging technologies. Before Ogilvy, he founded marketing services firm MagickBox.

The biggest challenge he faces in his new role is balancing the agency's need to be ahead of the trend curve with the risk of investing in new media that may be irrelevant to clients.

Mr. Hollander sees the line between advertising, entertainment and information blurring.

"Everything and anything can be described as content," he said. "It's a matter of what form it takes and how relevant it is to our clients' audience. The content strategy role is to look at the entire landscape and help identify and facilitate opportunities in a media-agnostic way."

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