Carat poaches Abrahams

Carat is to beef up its strategic credentials by poaching Guy Abrahams from Bates UK to take up the newly created position of strategy director.

Carat is to beef up its strategic credentials by poaching Guy

Abrahams from Bates UK to take up the newly created position of strategy

director.



Abrahams, who is due to join the agency in September, will spearhead

Carat’s creative thinking and aims to ensure that media strategy works

throughout the agency.



Although Abrahams will not have any direct client responsibility, he

will work across the agency’s key accounts and be involved in

new-business pitches.



Colin Mills, managing director of Carat, said: ’Our market is changing

so dramatically that traditional skills need an injection of creative

energy and ideas if we are going to not just win business but provide

clients with a service that sweats their budgets.’



Abrahams joined Bates Dorland in 1989 as one of the industry’s first

strategic media graduate recruits and was appointed media board director

at the agency in 1997.



At Dorlands, his work included developing the ’documercial’ idea for

Land Rover and the personalised advertising concept for Hewlett

Packard.



At Carat, Abrahams will take up a role that has effectively been dormant

since the departure of the agency’s former strategic head, Simon King,

earlier this year. Abrahams said: ’I know the quality of Carat’s client

list and its geographic dominance will enable us to redefine our

business and our industry.’



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