Martin Cass Replaces Scott Sorokin as Carat U.S. President

Will Remain on Media Agency's P&G Business, Which He Led Globally

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LAS VEGAS (AdAge.com) -- Carat announced today it has named Martin Cass president of the media agency's U.S. operation. The former exec VP had been running Carat's Procter & Gamble business globally, as well as serving as head of communications planning domestically.
Martin Cass
Martin Cass

He replaces Scott Sorokin, who will leave his post at Carat after joining the company in 2006. Sarah Fay, Aegis Media North America CEO, said she and Mr. Sorokin "have mutually agreed that he will leave his post at Carat."

E-mail snafu not a factor
Ms. Fay told Ad Age that Mr. Sorokin's leaving "definitely" had nothing to do with a rather embarrassing incident that occurred in September when an e-mail containing plans for a major restructuring of the agency's U.S. operations, including an undetermined number of layoffs, was sent out to the entire agency by Chief People Officer Rose Zory.

"[Mr. Sorokin's leaving] stemmed out of discussions Scott and I have had about his passion [for being] in the digital space," Ms. Fay said. "We have a big digital element at the agency, but the feeling was that [Mr. Sorokin] wanted to get back to his roots [of a purely digital focus]. This wasn't where his passion was."

In an agency-issued statement, Mr. Sorokin, who joined as president of Carat Fusion two years ago and was named president of Carat when the agency merged with Carat USA, said: "I am truly proud of what I have accomplished and have tremendous respect for the team at Carat. But at this point in time, I am considering other opportunities focusing on digital marketing innovation."

Ms. Fay said Mr. Cass has been lined up to take the position for the past couple of years. "He knows this company incredibly well and knows the business model in Europe very well," she said.

Focus on stability
"My No. 1 job is to make sure we have stability and make sure customers are happy and comfortable as we move further into a very uncertain economic period," Mr. Cass said. "I want to get my feet under the table and understand all of the customers we service and get some level of perspective on all of this and make sure we are delivering a high level of service to our clients in the most efficient and economic manner."

Mr. Cass said he will continue to remain engaged on the P&G business as well.

"They are the world's biggest advertiser, and this is one of the world's biggest markets," he said. "So I would be pretty nuts not to still be involved with them on some level."

Ms. Fay said a replacement for Mr. Cass has not yet been selected.

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