• by Joe Mandese  @mp_joemandese, May 12, 2022

More than half a century after being founded as one of the world’s first free-standing media services agency, Carat this morning announced it has created a Chief Media Officer role, naming long-time account management and strategic planning executive Diana Bojaj to fill it.

Bojaj, who joined parent Dentsu Media as president and Chief Strategy Officer in December 2019 from executive vice president-managing partner of IPG Mediabrands’ UM unit, previously held planning and account management roles at Publicis’ Leo Burnett and Starcom MediaVest Group units.

She reports to Carat U.S. CEO Mike Law.

While a C-level title first for the storied media services shop, Carat did not explain what differentiates the role from previous titles or why now was the time to create it.

“In this new role, Diana will focus on Carat’s product offering, enabling game-changing work for both existing and prospective clients, while overseeing four major disciplines -- strategy, planning, innovation and content,” the agency said in a statement explaining her new role.

“I’m incredibly excited to grow Carat’s U.S. leadership team by adding Diana as our first Chief Media Officer,” Law stated, adding: “I can’t think of anyone better to step up and help unlock new areas of growth and transformation in media for our clients. Her strategic prowess and sharp focus on product will help further our vision of designing for people, to move our clients’ business forward like never before.”

Concurrent with Bojaj’s new role, Carat U.S. also promoted Joanna Hawkes to executive vice president-head of strategy, reporting to Bojaj. She previously served as senior vice president-integrated strategy at Dentsu International.