The department, billing in excess of £10m, will be headed by Keith Rattray, who takes charge of a 20-strong team servicing clients across the agency’s portfolio, including Asda, British Gas, Churchill Insurance and Diageo.
The team has been established in response to advertiser demand for a fully integrated digital and direct marketing offering in a sector that has recently been boosted by the introduction of in-store digital advertising platforms.
Colin Mills, managing director at Carat, said: “Digital media is of growing importance to a number of our clients. I have every confidence in Keith’s ability to lead this dynamic area of our business.” Rattray joined Carat in 2000 as head of interactive television. His work for the agency has included the first interactive advertising slot to be shown on Channel 4 for Carat client Renault.
He was also involved in pioneering the use of new interactive advertising formats on both ITV and Sky.
Mills said: “The new team aims to achieve outstanding results and unprecedented levels of service for existing clients, while encouraging new advertisers to invest in the medium.”
One of Rattray’s first tasks will be to oversee a conference, on 21 September, entitled Tomorrow’s Media World at the agency.
The conference will be aimed at senior marketers and will examine the opportunities presented to advertisers by new digital media sectors.
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