Sue Elms, the global managing director and research director of
Initiative Media Futures, is leaving the agency to join Carat.
Elms will take the role of UK managing director at Carat's consultancy,
Carat Insight. She will succeed Phil Gullen, who is being promoted to
global head of Carat Insight International.
Carat Insight was launched in 1997 from a merger of Carat's UK research
division and the consultancy company YMM Carat. Its clients include
Microsoft, Royal Mail and Coca-Cola.
Elms began her media career at Leo Burnett in 1983 before moving to
SSC&B Lintas in 1986. She joined Initiative in 1989 as research director
and launched Initiative Media Futures in 1996. Initiative expects to
announce her replacement within the next few weeks.
Mark Craze, Carat's chief executive, said: 'Sue is dynamic, innovative
and a great people person. Phil has made a wonderful contribution to
Carat's success in the UK. We will now be using his talents to grow our
Elms said: 'I am really excited about the move. They have invested
enormously into Carat Insight and I will be running a unique company
that is the best in its field.'
Carat regards Carat Insight as the jewel in its crown as it attempts to
move upstream by offering clients analysis of research findings.