Media agencies, especially those owned by big holding companies, have always relied on economies of scale to get the best pricing for clients. While scale is still important in a digital world, agencies are finding strategy is a better value proposition for brands trying to make sense of data and technology and apply it to their marketing efforts, said Carat US CEO Michael Epstein.
To bring tech and data strategy into its offer, Carat now pitches more with its sister agencies under the Dentsu Aegis Network (DAN), including creative agency McGarryBowen, database marketing agency Merkle and programmatic hub Amnet. Carat was part of the DAN’s recent successful pitch for Intel and will service the brand’s B2C efforts while iProspect and Merkle work on B2B.
“How we’re working together as a network has been a fairly compelling story,” Epstein said. “Clients want to pick the best of the best, either from the network or the industry. So, I think we’ll do more of it.” Read full interview here.