MediaPost's Online All Stars celebrate the key players in the online media, advertising and marketing industry, who have pushed the business to new levels of excellence through their outstanding achievements and thought leadership. This year our very own, Angela Steele, Chief Strategy Officer, Carat US was named Media All Star.
One could, perhaps, ponder the irony of advancements in digital data technology creating new opportunities to talk to human beings like they were, well, people. But Angela Steele has no time for ironies. She’s too busy bringing that mission to life for Carat and its clients.
Since the digital media veteran was tapped to be Chief Strategy Officer for Carat U.S. in November 2017, her singular focus has been on transforming the Dentsu Aegis Network media agency brand’s domestic planning offering into an end-to-end marketing and media solution called The Path.
Powering The Path is M1, the data platform inherited by Dentsu when it purchased a majority stake in performance marketing shop Merkle in 2017 that was developed to deliver “people-based” marketing solutions.
In effect, Steele was charged with taking Carat back to the future. When the British planning agency set up shop in the U.S. 20-plus years ago, its reputation centered on creative planning that put people first. Indeed, Steele recalls that when she got the job, Carat U.S. CEO Michael Epstein talked to her about the “Carat legacy.”
In 2018, Steele expertly evolved that legacy for the 21st Century ecosystem, a success story that earns her the honor of being named an Online Media All Star. She developed and integrated the M1 platform with other offerings such as Carat Content, the shop’s new creative content arm; Gravity, a full-service multicultural offering; and new digital out-of-home capabilities. Read the full article here.