Ex-Carat Exec Sorokin Joins Mindshare

NEW YORK Scott Sorokin, former president of Aegis Group’s Carat USA, is joining WPP Group’s Mindshare as head of digital, global, a new position at the agency.

On the account side, Sorokin will oversee digital activity at one of the shop’s major global clients, Unilever, but is also tasked with advancing Mindshare’s worldwide digital communications efforts, the agency said.

Sorokin will be based in New York and will report to Mindshare worldwide CEO Dominic Proctor in London.

Sorokin assumed the presidency of Carat in July 2007, when the shop merged its digital and traditional media operations. He left that post in October 2008 in what was termed a “mutual” decision and during a turbulent time for the Aegis shop. He joined Carat as president of Carat Fusion in 2006. Previously, he was global account lead for Intel at Interpublic Group’s MRM Worldwide.

“Scott’s primary role will be to lead global digital media initiatives for our Unilever client, but he will also work closely with Phil Cowdell, head of Mindshare North America, to help us develop and implement our digital plans for all our clients,” said Proctor in making the announcement. “He also will serve on Mindshare’s global executive committee.”

Earlier in his career, Sorokin had digital and creative leadership roles at Digitas and Modem Media. He also was co-founder and managing director of Grey Interactive. In addition to Intel, his background includes broad experience with major marketers such as Dell, Procter & Gamble, Hasbro, Coca-Cola and HP.