Carat

Carat operates a managed-service agency model. It advises large advertisers on where and how to deploy media budgets, plans and executes campaigns across channels, structures strategic partnerships, and uses audience and measurement capabilities to improve outcomes. Value is created through media expertise, cross-market coordination, data-informed planning and access to the broader dentsu network, while revenue is captured through retainers, project fees, consulting fees and media-spend-linked compensation.

Carat is a global media and marketing agency brand within dentsu that provides managed services for media planning, media buying, audience strategy, partnership design and marketing transformation. Its core customers are enterprise brands and large advertisers that need multi-market campaign execution, audience insight and centralised media stewardship across digital and other channels.

The business makes money primarily through agency fees, retainers, project work and commissions or spend-linked compensation tied to media planning and buying. Carat’s value proposition is its combination of global operating scale, access to dentsu capabilities, and data-informed audience and effectiveness services for brands running complex international marketing programmes.