• by Joe Mandese , Today

Carat this morning officially named Chrissie Hanson CEO of its North America media practice, as well as brand president -- two titles that have been on her LinkedIn profile since August when she joined the Dentsu unit after a four-month “career transition.”

She previously was CEO of Omnicom’s OMD USA.

The announcement came with a new “positioning” statement, which it describes as “Difference Engineered.”

While differentiation has long been deemed a core tenet of advertising, Carat's engineering modifier follows a recent Wall Street Journal  article touting “engineers” as the hottest new title in marketing.

“Difference Engineered is about bringing greater specificity, rigour and accountability to the choices we make for clients, identifying where difference can create advantage and engineering that difference into the media system,” Hanson explained in a statement, adding: “We are building from a position of significant momentum, with global recognition, exceptional talent and strong client relationships.”