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@CaratAUNZ @@CaratAUNZ

RT @bandt: We went one-on-one with @CaratAUNZ's @SarsyJ to discuss all things #brandsafety and why advertisers’ need for @Twitter will grow…


Carat’s mission is simple: to redefine the value of media through our command of convergence. Founded in 1968, Carat is now the fastest-growing global media agency, consistently ranked #1 by RECMA within their Qualitative Agency Evaluation of 44 local markets. We partner with clients in more than 150 countries, with a talented staff of more than 6,000. We are uniquely designed to combine strategy with expert specialist execution to deliver integrated solutions for our clients – from integrated media ecosystems reflective of culture, to data-enabled content delivered programmatically and optimised continuously

GM Holden - Gamifying an Aussie

GM Holden - Gamifying an Aussie icon

In July 2013, Carat was tasked, not only with the launch the Holden VF Commodore but also their exciting new VF Commodore Ute. Not to be overshadowed by its sedan cousin, Holden wanted the VF Ute to gain some clear space and talk concisely to a more youthful, excitement-fuelled audience. Our challenge would be cut-through to a target that was consuming less traditional media, and relying more heavily on their social groups for validation of brands. Carat’s objective was to ensure engagement with this media-savvy target, whilst keeping the message concisely communicated to ensure both VF Commodore campaigns could speak to their most relevant audiences.

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Disney's The Avengers

Disney's The Avengers

The launch of the world’s biggest superhero movie, The Avengers, was one of Carat’s most anticipated Disney projects to date. Australia was in a unique position of being the first major market in the world to launch The Avengers. Audiences were hungry for content around The Avengers. 10 million people downloaded the official trailer within 24 hours of its release. But they wanted more. We could see that we needed to sustain fan’s excitement between the trailer release and the box office opening. Importantly, we needed to engage audiences who would amplify the excitement on our behalf, creating advocacy and mass appeal.  Our challenge was to broaden the appeal of a Comic Book Adaptation film ensuring it translated to a box office smash.

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McCain's Scented Shopalites

McCain's Scented Shopalites

McCain is attempting to entice shoppers to buy their cooked potato chips in their local supermarket through the use of scented shopaLite panels dispensing the scent of cooked chips at the push of a button. Initiated and implemented by Carat and posterscope, the campaign saw Ooh! Media custom-build 25 shopaLite panels that dispense the smell with the panels featuring an image of an oven baking the product inside it with a child watching from outside.

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Woolworths Aussie Animals

Woolworths Aussie Animals

Our task was to launch the first ever Collectibles campaign into Australian Supermarkets. Our simple insight: Kids want what they can see other kids have got! To drive success, we needed to make collecting cards feel like something “everyone” was doing. We needed to create a frenzy! Our Communications Idea: “Animal Anarchy”. We took a playful approach to media, creating the feeling that Aussie Animals were taking over and appearing in unexpected places. We created bespoke media placements, a partnership with Prime Possum, Animal Trivia evenings and convincing TV networks to air animal themed movies. Aussie Animals also took over the web - in social, bloggers documented shopping trips with their kids dressed in animal costumes, turning the shopping trip into a safari.  The Results were outstanding: driving high TOM Awareness & campaign recognition. The Collector books sold out, creating a social media frenzy and ebay bidding war!





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