Simon Ryan and Gabriela Merrick, Carat

In a bid to expand its presence to a national play, Carat has extended its Australian presence with the launch of Carat Brisbane. The agency has also integrated digital experts within each of its client service team and expanded the agency’s strategic resources by tapping into Carat’s 25-strong national strategy team.

Carat Brisbane launches with staff transitioned from fellow Dentsu Aegis Network media agency Mitchells, with clients including Super Retail Group, Tatts Group, Super A-Mart, CUA and Flight Centre and the recently won Gourmet Garden.

Gabriela Merrick has been promoted to become Managing Director for Carat Brisbane.

The expansion into Brisbane comes at a pivotal time for Carat, with Simon Ryan appointed as National CEO last year and putting in place a national leadership team including National Strategy Director Gavin Ashcroft, National Digital Director Sarah James, and National Head of Investment & Partnerships Paul Brooks.

“At Carat we are focused on our mission to Redefine Media – to do more than simply deliver media value for our clients, to build business value for our clients through media. We’re pleased to now be able to do this on a national scale, with a team experienced in the Brisbane market and under Gab’s leadership. We have one of the largest strategic footprints in the region with a 25-strong team headed by Gavin Ashcroft as well as the strategic resources of Carat globally, which translates to effective and powerful campaigns for our clients,” commented Simon Ryan, CEO of Carat Australia & New Zealand.

“The opening of a Brisbane office is the latest in a series of significant achievements for Carat that have led to its strengthened market position and Australia’s newest AUD 1 billion agency. With an experienced and skilled national leadership team in place under Simon’s management, we are confident in Carat’s ability to continue to grow and to cement its leading position in Australia and New Zealand,” added Luke Littlefield, CEO of Dentsu Aegis Network Australia & New Zealand.

Kenny Stewart, a member of Dentsu Aegis Network’s executive leadership team, remains as head of the Brisbane office for the group, which also includes performance marketing agency Columbus, PR agency Haystac and lifestyle marketing business Team Epic.  

The agency recently won clients such as Mastercard, Sara Lee and L’Oreal, as well as being reappointed by long-term client Mondelez.

“Our people are excited to become part of Carat’s global network after a lengthy induction into the Carat way of working over the past few months, and I am proud to be at the helm of the agency’s launch in the Queensland market. Our clients will continue to have the benefit of our team’s local knowledge, with the added resources of Carat throughout Australia and more broadly around the world,” Ms Merrick said.

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