Omar Oakes, media journalist, columnist and host, sat with Chrissie Hanson, North America Media Practice CEO & Carat Global President, for a frank conversation about Carat’s new brand positioning – Difference Engineered, what it means, the state of the media industry today, and how Carat will apply it to transform our clients’ growth.
Omar posed a number of questions during the 30-minute conversation. Here are a few.
Omar: What is the state of the media industry right now?
Chrissie: “Today the media industry is overcome by an algorithmic sea of sameness; … There is an automization that pushes you to the middle.
It is critical for us to engineer out of that. To understand what disciplined moves you need to make” from planning to activation and placements “so that you always extract the greatest value for your clients and you engineer growth for them.”
Omar: How do you position the agency as more than just a media vendor or supplier, and instead someone who can help the client achieve growth through sales?
Chrissie: Our goal over time is to ensure that our clients see the value on their business and understand how to move through a complex media landscape to consider context and the effects of predictive attention levels in partnership with Carat to determine what to do next.
“We are always the service of enabling our clients to be brilliant.”
Omar: What does Difference Engineered actually mean?
Chrissie: “Difference Engineered is to find every moment where growth can be extracted. … To engineer “a difference in every opportunity. It is a forensic approach to the work. It is a disciplined approach. … It’s doing more with the same.”
Omar and Chrissie continued their conversation discussing Carat’s new approach, clients’ responses, and her hope they will have the confidence to expand their work with Carat.
Watch the full interview here and contact Carat to learn how we can engineer your brand’s success.
