DIRECT NEWS: Carat relaunches direct proposition

Carat has created a new direct marketing agency, pulling together its TMD Direct and new-media operations into a single company under the banner, Carat Direct.

Carat has created a new direct marketing agency, pulling together

its TMD Direct and new-media operations into a single company under the

banner, Carat Direct.



At the same time, the company has drafted in the direct marketing

specialist, Adrian Baker, as managing director of the subsidiary. Baker

joins from Aspen Agency, formerly Aspen Direct, at the end of the month

with a brief to broaden Carat’s direct marketing capabilities. Beverly

Barker, head of TMD Direct, becomes deputy managing director of Carat

Direct.



Baker will head a 26-strong team providing consultancy and other

services, including direct response advertising, new media and

third-party list planning and buying.



According to the Carat Group UK chief executive, Ray Kelly, the launch

of Carat Direct is a response to client demand. ’We’ve seen exceptional

growth in the use of direct marketing among our clients. Now we aim to

position Carat as market leader and Adrian has the expertise to provide

real added value very quickly.’



Effectively, Carat Direct is a merger of TMD Direct and Carat

Interactive, though Baker said that the new company would be positioned

on broader lines.



’Our ambition is to build a range of services which help us better serve

our clients’ needs and drive new business forward,’ Baker explained,

adding that further developments were in the pipeline.



The decision to bring new media into the direct fold is a natural one,

Baker said. ’New media is about interacting with the medium, so it’s a

natural fit.’



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).