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BtoB

Aegis merges Carat USA, Carat Fusion

Published on .

New York—Wedding a traditional ad agency with a digital shop, Aegis Group said Friday that it is merging Carat USA with Carat Fusion into a single company. The new agency, called Carat, will be headed by Sarah Fay and Scott Sorokin, who will serve as CEO and president, respectively. It will be based in New York. Ray Warren, who joined Aegis two years ago as president of Carat USA, is leaving the company.

David Verklin, CEO of Carat North America, said in a news release: “Our clients are thirsting for a new model of communications that melds both traditional media and full-service digital marketing capabilities to effectively achieve business goals.”

Carat predicts that by 2010 more than two-thirds of all media will be accessed using digital technologies.

—Matthew Schwartz

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