Carat came into 2019 hoping to catch its balance after a tumultuous year, but never got the chance. As the largest media agency in Dentsu Aegis Network, Carat was quickly thrown into a whirlwind of restructuring at DAN that began in January.
Meanwhile, a spate of client losses and market challenges in China and Australia kept Carat on its heels, but local teams continued resiliently. Carat is still a giant, but is continuing to shift away from scale to solve problems for clients. New technologies like the AI insights platform and programmatic optimiser it rolled out of Asia this year were part of those valiant efforts.
How else did Carat respond to the challenges it faced in APAC in 2019?
Check out Carat's Agency Report Card now to see:
The agency's overall grade for 2019
Grades and detailed discussion of performance across five categories:
- Leadership: A qualitative assessment of leadership performance, key regional decisions, management stability and contributions to industry by agency leaders.
- Creativity: Compelling and effective campaign work, judged qualitatively. Regional and global awards recognition is included, with higher weighting given to wins at major shows. Work demonstrative of high effectiveness for clients is also considered.
- Innovation: A qualitative assessment of Asia-based initiatives and innovations based on their improvements to the agency, people, clients and industry.
- Business growth: Assessed by the value of accounts won and lost in 2019, as calculated by the agencies and R3’s New Business League, published in Campaign Asia-Pacific, along with recognition of new project work and organic growth through retained clients.
People and diversity: Agency efforts to attract, retain and develop a high calibre of talent with a commitment to staff diversity and wellbeing are examined qualitatively.
The grade the agency gave itself, and why
How the agency performed versus its 2018 scores
- The agency's self-declared areas of specialisation.