Carat Interactive will be a stand-alone profit center and will provide direct and third-party clients with specialist online media strategy, planning, buying and tracking services. It has already won more than $600,000 in new business from clients such as the Mandarin Oriental Hotel Group. "As the media market further fragments and new opportunities for communicating with consumers emerge, media agencies need to provide even more specialized services," says Ms. Allen. "The Internet is fast becoming an integral part of the media mix and we recognize the importance of channeling dedicated resources into this area to help clients follow their audience."
Copyright February 2000, Crain Communications Inc.