Carat, a dentsu company, have announced their expansion to Pakistan.
Carat has partnered with Pakistani media and planning agency Oktopus Group to carry out the expansion.
As part of the expansion, Oktopus Group will be co-branded as Carat and represent the agency in the country.
The dentsu company will also work the local management to develop a market offering that will combine combines Oktopus’ local market experience with Carat’s scale, tools and capabilities.
The partnership signifies an important step for the agency’s expansion to Pakistan, said Ramzy Abouchacra, Carat CEO MENA.
“This represents another important step in expanding our growth and breadth in Pakistan and with Oktopus’ extensive experience and understanding of the media landscape in the market, we are confident that we will see significant expansion.
“Their services are aligned with our vision of taking a more human approach to brand building, and this partnership strengthens our desire to significantly increase Carat’s contribution locally and regionally.”
Oktopus Group CEO Nadeem Kabir Alvi highlighted the importance of the partnership with Carat, “This will enable us to combine the best of local expertise, with the world-class tools and systems that will help our client base derive value from media owner relationships, enhanced brand experiences and maximise efficiencies and return on investment in our market.”
Carat will also use its research tool ‘The Consumer Connection System‘ to build a database of the local audience segments and identity-based marketing.
According to Carat, the market data and insight will optimise media investments across marketing and media channels to deliver connected experiences across media, technology, content and commerce for local clients.
In return, Oktopus will benefit from access to the dentsu Partner hub – a platform that will grant access to operational principles, regional and local business support, data-supported product solutions and training specific to the region.
Oktopus’s offices will also serve as the base for a dentsu network talent hub in Karachi that will offer experience and expertise in performance media.
