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Carat Interactive, previously a unit of media agency Carat Freeman, today launches as a separate company within global media network Carat.
“Carat recognizes the growing importance of interactive media,” said Carat Interactive president Sarah Fay. The decision to launch the interactive marketing and media services unit stemmed from the desire to differentiate Carat’s interactive offerings from its overall business, she said.
However, creating a separate interactive media company bucks a trend, said Nancy Ryan, president and CEO of Pro Media, Natick, Mass.
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