His appointment increases the need for a real strategic heavyweight to take up the vacant managing director's role. The problem for Nigel Sharrocks, the chief executive of Aegis Media UK, is that such heavyweights are rather hard to find these days. Even harder to find will be someone big enough - and willing enough - to manage Platt.
In hiring Steve Platt to head its trading in the UK and Europe (page 1), Carat seems to be playing to its Rottweiler heritage. Platt has many strengths, but diplomacy, subtlety and emotional intelligence aren't top of the list.