Carat
Global dentsu-owned media agency for enterprise advertisers.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Carat
- Entity type
- COMPANY
- Headquarters
- Regent’s Place, 10 Triton Street, London, NW1 3BF, United Kingdom
- Company size
- >5,000
- Market role
- Agency & Consultancy
- Official website
- carat.com
What Carat does
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.
Category differentiation
Carat is a media agency brand within dentsu, not a gemstone grading or jewellery business. It should be understood as an enterprise marketing services network rather than a standalone adtech software vendor.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
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.
Company news briefing
Briefing updated:
Carat continues to advance dentsu’s integrated, AI-enabled strategy by scaling Newton Research’s agentic AI across its US operations and leveraging predictive first-party data activations, such as the Papa Johns "Empty Fridge" campaign. In Europe, the agency has secured its retention of Pringles’ media business post-Mars acquisition, executing the brand's integrated "Du auch?" campaign in Germany. This regional momentum is supported by the appointment of Jennifer Barthe as Integrated Client Lead to drive cross-channel consulting, alongside dentsu's broader regional leadership restructuring under Eike Leonhardt to centralise data and delivery.
Business model & monetisation
Carat’s monetisation is centred on managed-service agency revenue: recurring client retainers, project-based consulting fees, and percentage-based or commission-style compensation linked to media spend. Additional revenue likely comes from strategic planning, audience insight, effectiveness measurement and bundled dentsu services delivered alongside core media buying and planning.
- Media planning and buying services
- Service retainers and spend-linked compensation
- Strategic consulting and partnership design
- Project fee and retainer
- Audience insight and data-driven strategy
- Service fee / retainer
- Measurement and effectiveness work
- Consulting fee
- Bundled dentsu cross-service engagements
- Integrated service contract
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Technology
Featured market maps
- Media Agencies Landscape (Germany)
A structural overview of Media Agencies operating in Germany, grouped by their global Holding Groups and independent status.
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
The Juror’s Perspective: ISO Creative Use of the Power of Media
Recorded impact score: 2/5
New blog post from Carat offering a juror's perspective on creative use of media power at Cannes Lions.
Pringles launches Mars-era social campaign 'Du auch?'
Campaign / Media Planning · Recorded impact score: 3/5
Pringles has launched its first major campaign under new owner Mars in Germany, introducing the claim “Du auch?” as part of a broader international “Pass the Pringles” identity. The integrated campaign emphasizes “social snacking” and includes a public social experiment with creators handing and sharing Pringles cans to create recognisable social moments. Media execution, planned by Dentsu’s Carat, uses a mix of (D)OOH focused on major cities, online video (primarily YouTube), VOD, social channels (Instagram and TikTok) and retail media. Creative and branding partners named are AMV BBDO (creative) and Jones Knowles Ritchie (JKR). The article notes that although Mars moved its global media account from WPP to Publicis in mid‑2025, Pringles’ European media business appears to remain with Carat.
- Pringles launched a German campaign under new owner Mars with the claim “Du auch?”.
- The campaign is part of the international “Pass the Pringles” identity and highlights a concept described as “Social Snacking”.
Careers & open positions
Open positions indexed from verified career portals and applicant tracking systems.
| Position | Department | Location | Posted |
|---|---|---|---|
| VP, Solutions(VP) | Customer Success & Client Operations | New York | |
| Account Manager, Paid Social(Mid-Level) | Customer Success & Client Operations | Makati City | |
| Account Manager(Mid-Level) | Customer Success & Client Operations | Multi-Location (6 Locations) | |
| Digital Client Executive(Mid-Level) | Customer Success & Client Operations | Madrid | |
| Associate Manager – Account Management(Mid-Level) | Customer Success & Client Operations | India - Maharashtra- Mumbai - Worli - Devchand House - Level 6 |
Explore company relationships
Questions about Carat
What is Carat?
Carat is a global media and marketing agency within dentsu that provides media planning, buying, audience strategy and related consulting services for large brands.
Who uses Carat?
Carat is used by enterprise brands, multinational advertisers and senior marketing teams that need cross-market media strategy and campaign execution.
How does Carat make money?
Carat makes money through agency retainers, project fees, consulting work and compensation linked to the media budgets it plans and manages.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
15 publicly documented primary sources and citations linked across the market graph.
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