THE MERGER OF AEGIS GROUP'S Carat USA with digital unit Carat Fusion is all about the client and feels like a "natural evolution," says Sarah Fay, CEO of the newly combined unit.
"This is something that clients really want. We are merging structurally to provide one voice," says Fay, who will continue to carry her title as chief executive for the U.S. operations of Isobar, which include iProspect and Molecular. (Carat Fusion had fallen under the Isobar umbrella.)
"In the early days when we talked about digital, it was very much an add-on, along the lines of 'Well, do you want fries with that?'" she recalls. "The way the whole market approaches it has changed.
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