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Carat gets a new identity, plans to launch fresh services

03-February-2004
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Carat gets a new identity, plans to launch fresh services

Carat has introduced a new logo indicating its latest corporate identity. Explaining the reason for this, Sulina Menon, CEO, North and East, states, “The previous logo came into existence in 1988. There is a sea change in our services since then. We have come a long way.”

As per the official communiqué, since 1988 the Carat network has grown from the major European markets to cover 63 countries worldwide and annual billings have increased from approximately £4 billion to over £16.5 billion in 2002. In Asia Pacific, the release states, the company continues its dramatic climb with 50% growth in revenues over the previous year including an impressive US $250 million in new business wins.

The new corporate identity has, as per agency sources, been developed to reflect the changes that the company has undergone and its enhanced business offering.

States David Liu, CEO of Carat Asia Pacific, “The market leadership success of the Carat network has been built on a foundation of continuing innovation. Carat particularly over the last number of years has led the market in both product innovation and customer service enhancement. The new corporate identity reflects a company marching with time.”

Menon adds, “The Carat brand is all about the delivery of fully integrated media communications services that drive our clients’ business forward. We offer vision combined with accountability and the ability to implement across all communication channels. The identity has been chosen to reflect our delivery and our ambition in an increasingly screen-based world.”

The new corporate identity was developed by the London-based design agency, North Design. All on-screen versions were created by Moving Brands. Explains Menon, “There has been a shift from analogue to digital. We are doing a lot of work in that direction for our clients and it was about time we presented a more contemporary corporate identity in tune with the world today.”

Though the new corporate identity is global, there are India specific plans under way as well. Divulges Kim Walker, COO, Carat Asia Pacific, “After the recent management change, coinciding with this new Carat brand identity, we will launch a series of New World Standard Initiatives and Services. In this endeavour our worldwide network will lend special support to the new management led by Sulina Menon and Shripad Kulkarni.”

As to what these new initiatives would be, Menon states, “A national buying function in the truest sense has been initiated. Aegis Media will soon launch the Outdoor company, Postercscope in India.” Adds Shripad Kulkarni, CEO, West and South, “The Art, Science and Power of Carat will soon be very visible in India.”

As per reports in global media, the new corporate identity is the result of a study spanning several months. The plans are also afoot to introduce a tagline ‘Art, Science, Power’. Menon explains, “Effective media function is in fact a blend of art and science and it exudes power in terms of building consumer brand relationships. It is really an art to communicate with the consumers, innovation is at the core of this art. New tools and technologies, and accountability that comes with it definitely makes it a science.” As for ‘power’ she states, “Communication itself is power, and talking specifically of Carat, we are indeed very powerful in our tools, technologies and methods. 360 degree services that Carat offers, is a major strength in itself.”

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