• by Gavin O'Malley  @mp_gavin, May 27, 2009

Scott Sorokin, formerly president of Carat USA, has been tapped by Mindshare to take on the newly created role of global digital head.

Sorokin is widely recognized as one of Madison Avenue's true digital media pioneers, and has nearly a quarter century of experience working on some of the earliest digital developments, both pre- and post-Internet. Prior to that, he had a career as an advertising creative.

At Mindshare, Sorokin will be expected to oversee digital for top global client Unilever, while advancing the agency's worldwide digital communications efforts.

Based in New York, Sorokin will report to London-based Mindshare worldwide CEO Dominic Proctor.

"Scott's primary role will be to lead global digital media initiatives for our Unilever client, but he will also work closely with Phil Cowdell, head of Mindshare North America, to help us develop and implement our digital plans for all our clients," Proctor said. "He also will serve on Mindshare's global executive committee."

Sorokin assumed the presidency of Aegis Group's Carat in mid-2007 when the shop merged its digital unit, Carat Fusion, and its traditional media unit, Carat, into one integrated media services agency.

He later left Carat in late 2008 over what was said to be a "mutual" decision, but just as the Aegis shop was reeling from weak new business and a spate of layoffs.

Sorokin joined Carat as president of Carat Fusion in 2006. Earlier, he was global account lead for Intel at Interpublic Group's MRM Worldwide. Earlier still, Sorokin had digital and creative leadership roles at MRM Worldwide, Digitas, and Modem Media. He also was co-founder and managing director of Grey Interactive Worldwide. His background includes broad experience with major marketers such as Dell, Procter & Gamble, Hasbro, Coca-Cola, Intel, and HP.