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
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