• TVWeek, Thursday, August 9, 2007 11:30 AM

While it has recently reorganized to focus more on digital, Carat's new boss Sara Fay says that traditional media will be still be respected at the agency. Last week, Carat USA and interactive shop Carat Fusion, were combined under Fay, who also runs parent company Aegis Group's digital marketing arm. But she stresses that a new structure doesn't mean any big changes in how the agency spends client money.

"This move is about making TV more accountable and more impactful," she says. "It's not about cutting into budgets." Rather, it is an attempt to bring the various components together. "I think every single person in the organization is going to have to broaden their perspective of how they fit into the overall marketing picture."

For instance, when a TV effort is ready to go, the agency can gear up to handle and measure any added Web search inquiries it generates, along with any spikes in visits to the client's Internet, making the campaign more measurable and accountable.

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