Media agency Carat USA and digital marketing firm Carat Fusion, will become one fully integrated company that will be called Carat with changes in leadership.
The new combined firm was formed to address the growing demand in the digital space for integration and globalization.
“The goal behind the restructuring of the business is to bring all of the offerings of Carat to our clients in one voice,” said Sarah Fay, CEO of Carat. “Today the strategies of the media side are a big part of the digital side. They really have to be in sync. It’s about leveraging the strength of the business to leverage the power of online and offline media.”
The firm will be headquartered in New York, and be headed up by Fay and president Scott Sorokin, formerly president of Carat Fusion. Ray Warren, president of Carat USA is leaving the company for the content marketing world.
“Scott is an incredibly bright and visionary person and he has really laid out plans for what I am talking about and it is really about the client,” Fay remarked.
Fay is a 20-year veteran of the media services business. Fay joined Carat in 1998 as the managing director of Carat Business and Technology, and in 2001 she was charged with launching Carat Interactive. Fay then became president of Isobar USA, a digital marketing agency network. Fay will continue to report to Carat Americas CEO David Verklin in her new role as CEO of Carat and will remain CEO of Isobar USA.
Sorokin also has more than 20 years in the industry. He has contributed to the development of various integrated marketing platforms, spanning the technology, healthcare, financial services, travel and telecom sectors. He joined Carat in 2006 as president of Carat Fusion, helping with the integration of Carat’s offline and online capabilities. Prior to joining Carat, Sorokin held leadership positions at Grey Advertising, Digitas and McCann Advertising.