Carat Fusion Merges Interactive, Direct

NEW YORK Carat Interactive has combined its interactive media services with the offline direct offerings of sister Aegis Group agency Carat Direct. The combined agency will operate under the banner Carat Fusion.

The combination is a reflection of shifting media dynamics, said Toby Gabriner, president of Carat Fusion. “Times have really changed with the way consumers are more engaged in media,” he said, while advertisers are focused on quantifiable returns for their marketing spending.

Carat Fusion aims to break down media silos for clients. Rather than championing a distinct medium, it will marry online and offline direct-response techniques, including TV ads, in a single planning process.

Gabriner said the repositioning would be of particular benefit as media becomes increasingly digital and accountable. Underpinning Carat Fusion is its Citadel platform, which brings together customer and outside data sources.

“At the end of the day, clients are looking for measurable ROI,” he said.

The agency remains part of Aegis’ Isobar digital network, which includes Web shop Freestyle, search marketing firm iProspect and Web designer Molecular.