Carat, MPG to Host Dueling Tech Idea Forums

Former Carat Exec Mitch Oscar to Launch MPG Collaborative Alliance

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NEW YORK (AdAge.com) -- Mitch Oscar, the media executive who built the Carat Digital Exchange into a popular forum for agencies and media and research companies to compare notes on interactive TV, has landed at Havas' MPG -- and he's taking the exchange concept with him.
Mitch Oscar
Mitch Oscar

Mr. Oscar will take over as MPG's exec VP-televisual applications, a newly created position in which he'll be charged with identifying new media opportunities in interactive video, according to a statement from the agency.

New forum established
He'll also be heading the newly formed MPG Collaborative Alliance, which looks a lot like the Carat Digital Exchange. Mr. Oscar said the plan for the Collaborative Alliance is to include presentations, panel discussions and case studies for marketing and media executives on a quarterly basis.

"Most forums or conventions only provide conventional wisdom, and my job -- whichever agency I've been at -- has been to evolve the model," Mr. Oscar said. "So hopefully we'll give people an 'aha' moment."

The Collaborative Alliance will have some competition, as Carat hasn't abandoned its Digital Exchange. After news broke last week that Ms. Oscar was leaving the agency and that the latest installment of the Digital Exchange was being canceled, Carat sent out a notice promising a revamped set of forums that will cover all types of emerging media.

"The new Carat Exchange will create a forum across disciplines that represent our ability to activate brands and tap into the mind of the consumer across the marketing spectrum. We see tremendous value in providing our clients, employees and the industry with this forum and look forward to expanding its scope and investing our agency's resources in the revitalized effort," Scott Sorokin, Carat president, said in a statement.

Claiming the concept
Mr. Oscar has defended his right to take the concept he says he first worked on back when he was an executive at Universal McCann to another agency.

"I think it's great they are going to do the Carat Exchange," Mr. Oscar said. "I think that's great for all of us to encourage dialogue."
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