Carat MENA welcomes Alistair Burton as data & technology partnership lead

Carat, a dentsu company, today announced the appointment of Alistair Burton as Data & Technology Partnership Lead. In this newly created role, Alistair will play a pivotal part in enhancing Carat's proprietary data and technology solutions, managing key partnerships, and driving best practice to optimise data and technology utilisation for more effective communication strategies. Alistair will work closely across Carat’s client portfolio to reframe business challenges, marrying data and empathy to put the customer at the center in order to create mutually beneficial experiences. He will also leverage new partnerships, platforms and networks to design practices that magnify the number of relationships and touchpoints for?connecting with customers.  Commenting on his appointment, Ramzy Abouchacra, CEO, Carat MENA, said: “We’re delighted to welcome Alistair to the team. He’s a passionate and highly respected digital leader whose expertise will be invaluable in supporting our clients to respond to today’s ever evolving market. He will elevate how we build the most effective strategies and solutions, maximising how digital capability, data, and technology can solve the challenges of today and deliver a new understanding of how to perform even better for tomorrow.” With over 15 years of experience working in the industry, Alistair brings a wealth of expertise to Carat, having previously worked at Tealium and holding various leadership roles at Criteo, including Managing Director for the Middle East, Africa, and Turkey. His extensive background also includes serving as the Regional Head of Digital Media at Initiative Media (MCN), working with renowned clients across verticals, including Majid Al Futtaim, AlShaya, Azadea, Emirates, Bayut, Property Finder, Etisalat, Samsung, Careem and Johnson & Johnson. Alistair added, "In an era where data is the new frontier, I'm thrilled to join Carat and empower brands to navigate the fast-changing landscape of data-driven marketing through technology and understanding customer behaviour. Together, we'll harness the power of insights to forge strategic partnerships, elevate our consulting capabilities, and propel our clients to the forefront of growth."

Fiona Black assumes role as integrated client growth lead for cart MENA

Carat, a dentsu company, today announced the appointment of Fiona Black as Integrated Client Growth Lead. In this newly created role, Fiona will architect progressive solutions and delivery excellence to enable growth for clients. Fiona brings with her a wealth of experience and a strong track record of delivering large-scale media transformation projects. At Carat, she will play a pivotal role in delivering value and driving profitable business growth for clients, while ensuring seamless collaboration across the dentsu network of agencies.Working closely with client partners to drive effective strategic partnerships Fiona will work towards delivering long term brand building.  By leveraging the full service offering across dentsu, Fiona will unlock new opportunities with integrated business plans designed to deliver commercially, creatively and culturally for some of the agency’s most complex and multidisciplinary clients. Commenting on her appointment, Ramzy Abouchacra, CEO, Carat MENA, said: “Fiona’s fresh thinking, determination and spirit is exactly what is needed to deliver meaningful progress and growth for our clients and our business. She is an energetic, transformative leader who brings strong expertise and a deep passion for innovation. I look forward to working with Fiona as we support our clients in their transformation journeys and develop Carat’s proposition ready for the next phase of our own regional growth plans.” With over two decades of experience working in the industry, Black’s previous experience includes key leadership positions across holding group agencies both in the UAE and the United Kingdom, leading teams across multiple markets. In these roles, she demonstrated her strategic leadership on significant domestic and international clients such as Visa, Mars, Mondelez, OSN, Activision Blizzard, Disney and PUIG."The whole media industry is at a turning point as brands reevaluate their agency experience and expectations - I am really excited to take on this position at as it represents an incredible opportunity to drive innovation and create seamless, integrated solutions that will truly benefit our clients. I look forward to working with the talented teams at Carat and across Dentsu in fostering strong, sustainable partnerships that deliver exceptional results for our clients," commented Fiona.

Carat enters partnership with Oktopus Group to expand presence in Pakistan

Carat, a dentsu company, today announces a new partnership with Oktopus Group, a leading media and planning agency in Pakistan. Going forward Oktopus Group will be co-branded as Carat, and continuing its ongoing investment into the market, Carat will work with local management on developing a leading go-to market offering that combines Oktopus’ local market expertise with Carat’s global scale, tools and capabilities.  Established in 1965, Oktopus Group will represent Carat in Pakistan. With a solid track record for helping clients grow their brands via innovative media ideas using the right media channels, the team of over 100 communication professionals working across 3 cities in Pakistan service an impressive roster of clients, both local and international.Working with Oktopus Group, Carat will deploy its proprietary research tool, The Consumer Connection System, in Pakistan to build local knowledge of audience segments and identity-based marketing. The market data and insight gained from this approach, together with Carat’s suite of tools will optimise media investments across marketing and media channels to deliver connected experiences across media, technology, content and commerce for local clients. Oktopus will benefit from access to the dentsu Partner hub – a platform designed to accelerate business performance with access to operational principles, regional and local business support, quality data-supported product solutions and training specific to the region. Oktopus’s offices will also serve as the base for a dentsu Networked Talent Hub in Karachi – offering vast experience and expertise in Performance media. “This represents another important step in expanding our growth and breadth in Pakistan and with Oktopus’ extensive experience and understanding of the media landscape in the market, we are confident that we will see significant expansion,” said Ramzy Abouchacra, CEO Carat MENA. “Their services are aligned with our vision of taking a more human approach to brand building, and this partnership strengthens our desire to significantly increase Carat’s contribution locally and regionally.” “I am really excited about the opportunity to work with Carat in Pakistan. This will enable us to combine the best of local expertise, with the world-class tools and systems that will help our client base derive value from media owner relationships, enhanced brand experiences and maximize efficiencies and return on investment in our market,” said Nadeem Kabir Alvi, CEO Oktopus Group.