Carat has marked a strong 2024 season, characterized by significant growth, pioneering innovation, and a culture-first mindset that's shaping the future of media. The agency's 'Getting to Great' framework has notably enhanced client satisfaction and performance, especially with key accounts like Kraft Heinz and General Motors.
Client Relationships and Wins
- Verity Relationship Intelligence TRR scores saw an uptick, showcasing stronger client relationships.
- New client acquisitions include Beacon Lighting, Uniqlo, and EnergyFlex.
- Extended partnership with WA Government, one of its largest accounts.
Challenges and Recognition
- Faced losses such as Nova Entertainment (approx. $5 million) and Alinta Energy.
- RECMA rated Carat's Competitive Pitching as 'B' and its profile as 'good'.
- Talent accolades: Team members like Olivia Martini, Nisha Rajamani, and Laurence Demousselle have been recognized or shortlisted for industry awards.
- Google awarded Carat and Medibank for Best Use of AI.
Innovation and Leadership
- First-to-market in audio and CTV measurement (Nova’s CTV+ study).
- Microsoft’s integrated digital TV planning and Medibank’s Value-Based Bidding stand out.
- Inclusive leadership through RAP Council and DE&I governance, led by Chris Carey and Victoria Alvarez.
Tech and Future Outlook
- Enhanced tech stack with Merkury x Copilot, Snowflake, TM1, and Advvy, integrating AI into planning and investment.
- 2024 performance shows improvement, with a focus on team culture and readiness for future challenges.
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