Carat | Agency Profile, Contacts, AOR, Client Relationships
|Main Telephone||(212) 591-9100|
|Main Fax||(212) 508-4399|
|Angela S.||Chief Strategy Officer||NY|
Sample of Associated Brands
|Michael E.||Chief Executive Officer||NY|
|Ed G.||Client President - US||NY|
|William S.||Global President - Dentsu Aegis||NY|
|Louisa W.||Chief Operating Officer||NY|
|*******||media buying & planning||2012||present||*****|
|*****||Media Buying, Media Planning||unknown||present||********|
|***** **** & *****||Media Buying, Media Planning||unknown||present||*|
|*** ******||Media Buying, Media Planning||unknown||present||******|
|***.***||AOR - media buying & planning||2014||present||*****|
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Millennial Media Opps: Baileys Irish Cream debuts first work from AOR
Update: millennials' love (female skew) for video recipes to show how Baileys can save even the most unappetizing baking disaster. “We wanted to showcase the incredible diversity of our product. I hope our new campaign provides genuinely useful suggestions and inspiration to aspiring cooks in their time of need,” said Baileys UK marketing director Laura Pearce.
Sellers, the brand is building up to its critical Christmas period after admitting difficulty generating year-round sales, so reach out soon to secure last-minute Q4 revenue.
Since the article below was published, Pathmatics report that Baileys's YTD national TV and digital display spends have increased to $563,666 and $62,900, respectively.
Carat has handled media buying and planning since 2010.
Below was originally published on 6/1:
VML London as their global digital agency following a review. It marks the first time the brand has named a single global digital AOR, and VML will focus specifically on data-driven marketing and social media marketing.
There is no word on when a new campaign will launch, but sellers with high digital ROI should start reaching out for revenue anyway. Their spend is highest during Q4 and their demographic is millennial women.
iSpotreports a year-to-date (YTD) national TV spend of $6,251 on female-oriented programming (see targeting right). Spend for 2017 totaled $3 million and spend for 2016 totaled $815,478.
Pathmatics reports a YTD digital display spend of $28,200, which was all placed direct onto sites such as allrecipes.com, marthastewart.com, bhg.com, fitnessmagazine.com and parents.com. Spend for 2017 totaled $226,600 and spend for 2016 totaled $18,500.
Agency & martech opps - This is just one of many reviews likely to occur under Diageo's wing. Thus, reach out for more work at Baileys and other Diageo brands, particularly US-specific reviews. Your competition will likely include the Carat, which has been media AOR since 2010.