Carat has launched its own specialist new-media operation by poaching
Bates Dorland Interactive’s founder and managing director, Garret
O’Leary will head the new company as managing director with Belinda
Innes, who was working as a consultant to Dorlands, as his number two.
Innes takes the title of executive planning director.
Other senior recruitments will follow shortly, O’Leary said, including a
creative director, who will sit on the board with O’Leary, Innes and
Carat UK’s chairman and chief executive, Ray Kelly.
Carat Interactive will offer a range of services encompassing
interactive media and database marketing. These include interactive
management consultancy, planning, design and production of interactive
projects, Web site management, database strategies, loyalty programmes,
segmentation analysis and consumer profiling.
O’Leary commented: ‘Unless you create high-level strategies and project-
manage them, you will not become invaluable to clients.’
The company will work across the entire portfolio of Carat UK clients,
spanning BBJ Media Services, TMD Carat, TMD Manchester and YMG Carat. It
will also seek to build its own client base, seeking long-term
relationships with all its advertisers. ‘We’re interested in three- to
five-year deals minimum with our clients,’ O’Leary stated.
Kelly said the move into the interactive arena was driven by client
demand, as well as his conviction that he had found the right people to
run the operation.
O’Leary was at Dorlands for just over a year, working with clients such
as BAT and Carling, for which Dorlands developed the acclaimed FA
Premiership Web site.
O’Leary has already been replaced at Dorlands by his former second-in-
command, Michael Crossman. He was previously in charge of production and