Mike Law's Leadership at Carat: Navigating the Past, Present, and Future (VIDEO)

Carat39s Legacy and EvolutionCarat was established in the mid1990s as the first fully independent media shop in the US originating from France quotCarat was born out of the idea that media could drive business forward and needed to have its own specialtyquot Law explained This pioneering spirit has been a constant throughout Carat39s history influencing not only the agency but also the broader industry Carat39s success was cemented when it won the Pfizer account which as Law put it quotput Carat on the mapquot This victory marked a turning point for the agency opening doors to larger opportunities and establishing Carat as a force to be reckoned with in the media landscapeLaw39s journey with Carat began at a pivotal moment He joined just as the agency was beginning to gain momentum and his leadership has been instrumental in steering the company through its various phases of growth quotI started as a TV buyer in Bostonquot he recalled quotand moved to New York to really learn advertising and mediaquot His decision to stay with Carat even when other opportunities arose was driven by a belief in the agency39s focus on people and client service a philosophy that continues to guide the company todayThe Impact of Data and MeasurementOne of Carat39s key contributions to the industry has been its emphasis on data and measurement quotIn the mid90s when I joined it wasn39t intuitive to put data and measurement front and centerquot Law noted However Carat was ahead of its time recognizing early on the importance of understanding consumer behavior and using that data to drive business outcomes This focus on data has evolved over the years with Carat leading innovations such as the Consumer Connection System CCS which allowed the agency to survey 40000 people worldwide on their media engagement quotNow with the acquisition of Merkle and the evolution of our m1 ID into the Mercury ID we39ve created a flywheel of strategy audience understanding activation and measurementquot Law saidThis emphasis on data has positioned Carat as a leader in the industry particularly as the world moves towards a cookieless environment quotWe sit on a robust amount of data that is clean usable and actionablequot Law emphasized highlighting how this data not only improves consumer experiences but also drives growth for clientsEmpathy and Leadership in a Modern WorldA key theme throughout Law39s conversation was the importance of empathy in leadership a value that is deeply ingrained in Carat39s culture quotCombining the speed of technology with the art of empathyquot is how Law describes Carat39s approach to modern business This focus on empathy he believes is essential for creating better consumer experiences and fostering longterm relationships with clientsLaw39s leadership style reflects this commitment to empathy He credits much of his success to the mentors and colleagues who have guided him including Andy Donchin who brought him to Carat and industry leaders like David Verklin and Charlie Rutman quotAndy taught me how to hold yourself with character to bring moral high ground to the work we do and to be respectful of peoplequot Law shared This philosophy has shaped Law39s approach to leadership where he emphasizes the importance of transparency honesty and supportIn a rapidly changing industry where technology and data are increasingly at the forefront Law believes that the human element remains crucial quotWe have to be great at the basics data and technology but we also have to bring back the humanization of every engagementquot he said This balance between innovation and empathy is what sets Carat apart and ensures that it remains a leader in the media landscapeLooking Ahead The Future of Carat and the IndustryAs Carat looks to the future Law is focused on continuing to drive innovation while maintaining the agency39s core values The rise of retail media the fragmentation of traditional media and the challenges posed by programmatic advertising are all areas where Carat is poised to lead quotRetail media is the true voice of the consumer and the ability to activate on that in realtime is incrediblequot Law noted However he also acknowledges the need for the industry to confront challenges such as brand safety and the impact of media fragmentation on consumer experiencesThrough it all Law remains committed to the people both within Carat and across the industry His leadership is a testament to the power of empathy and his vision for Carat39s future is one that prioritizes innovation while staying true to the agency39s roots quotMedia matters more now than ever beforequot Law concluded quotand so do peoplequot

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Mike Law's Leadership at Carat: Navigating the Past, Present, and Future (VIDEO)

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Jack Myers

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