Carat has appointed its first head of direct response since folding
Carat Direct into its central planning and buying agency two years
The former group client director, Martin Cass, will head Carat's direct
response advertising unit, reversing the agency's previous policy of
integrating the discipline into client services.
The move is a response to the growing inclusion of direct response
elements in dotcom ads and interactive TV. In total, Carat billed pounds
35 million on direct response advertising in the past year.
Cass said: "Response-driven advertising is a growth sector as it allows
advertisers to build an immediate relationship with customers. As we're
seeing media fragment, direct response will become more attractive to
The agency's new direct response department will be backed by the
response analysis system, Boomerang, which was launched by the agency
earlier this year.