Staff Reporters
Apr 5, 2021

Carat undergoes substantial repositioning in 2020, but retention pains remain

AGENCY REPORT CARD: Carat underwent a "dramatic and substantial" repositioning of its brand and planning approach in 2020 as it attempted to stabilise and strengthen in the face of internal and external challenges faced by its parent company.


Dentsu’s revolving door of change continued to swing in 2020, affecting the leadership and structure of its media agencies in APAC, which trickled down to its largest media outfit, Carat. As this turbulence continued to impact staff and client retention, Carat attempted to strengthen and stabilise in 2020, including undergoing a "dramatic and substantial" repositioning of its brand and planning approach.

But was this all too little, too late? Our full Agency Report Card on Carat—with the overall grade plus a detailed analysis and scores for management; innovation; clients and business; creativity; and people and diversity—is available only to Campaign Asia-Pacific members.

Become a member to get access to all 39 of the 2020 Agency Report Cards, plus many additional benefits. 

Related Articles

Just Published

30 minutes ago

POSB Bank aims to reach kids early with animated tales

The Singapore bank attempts to teach financial literacy with a series of stories created by The Secret Little Agency.

33 minutes ago

The men in Mirror reel in brand deals

While reporting 29% adspend growth in Hong Kong for the full year 2021, media reporting company Admango has also documented the stunning number of brands using local boyband Mirror to push their products.

2 hours ago

MediaCom names APAC CEO to replace Mark Heap

The agency's Greater China CEO, Rupert McPetrie, will take on an expanded role leading the entire region as longtime leader Mark Heap moves to Mindshare EMEA.