Carat Global welcomes Jerry Daykin as Digital Director

26/03/2014

Jerry Daykin has this week joined Carat Global as Digital Director. Previously at Mondelez, he has joined the client team here to oversee the digital capability across the account and drive innovation, thought leadership and new approaches to digital operations.

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For the last four years, Jerry has been instrumental in delivering digital innovation for Mondelez. Originally hired to lead Cadbury’s social media activation of their London 2012 Olympic sponsorship, he went on to advise the full range of Kraft brands within the UK. After the Games in 2012 he was promoted to a new social media role within the European media team and has been defining the business’ approach ever since, building on the results of dozens of case studies to create the ‘Storytelling at Scale’ strategy now being rolled out across the business. He piloted the approach in the Cadbury Creme Egg 'Have a Fling' campaign, which turned around declining brand sales and showed that Facebook can have as much impact on purchase as TV. The campaign was recognised as global social and TV best practice by Sheryl Sandberg in the recent Facebook earnings call and has gone on to win a string of global awards.

Before Cadbury’s Jerry worked in a variety of marketing roles in the medical and charitable sectors. Jerry says: “I’m excited to once again work across the full realm of digital opportunities, and within a network of so many subject experts. It gives me the chance to look at more of the business’s global strategy and to really push digital to be at the heart of the brand planning Carat oversees.”

Grant Millar, Client President, Carat Global, agrees: “We’re delighted that Jerry has moved over to join us here at Carat. He’s delivered industry-leading work for Mondelez over the last few tears, and he brings a fantastic wealth of experience and talent to our team. Working together, we can continue to transform the client’s business.
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