Carat completes national presence with launch in Brisbane – Gabriela Merrick fills the role of MD

Carat has extended its Australian presence, launching into the Queensland market to become a truly national agency. 

The launch of Carat Brisbane will provide current and prospective clients with the agency’s global tools, thinking, resources and experience. Furthermore, the agency has integrated digital experts within every client service team and expanded the agency’s strategic resources by tapping into Carat’s 25-strong national strategy team.

Carat Brisbane launches with staff transitioned from fellow Dentsu Aegis Network media agency Mitchells, with clients including Super Retail Group, Tatts Group, Super A-Mart, CUA and Flight Centre and the recently won Gourmet Garden.

Gabriela Merrick has been promoted to become managing director for Carat Brisbane.

Says Simon Ryan, CEO of Carat Australia & New Zealand: “At Carat we are focused on our mission to Redefine Media – to do more than simply deliver media value for our clients, to build business value for our clients through media. We’re pleased to now be able to do this on a national scale, with a team experienced in the Brisbane market and under Gab’s leadership.

“Gab comes to the role after 11 years with our group, most recently as general manager of Mitchells Queensland. She is known and respected throughout the Queensland industry and will be an integral part of Carat’s national executive team moving forward.

“Our ongoing focus is to continue to invest in our strategic offering, to ensure that our influence in the market is backed by a strategically-led and innovative team that delivers powerful and effective ideas for our clients. We have one of the largest strategic footprints in the region with a 25-strong team headed by Gavin Ashcroft as well as the strategic resources of Carat globally, which translates to effective and powerful campaigns for our clients.”

Says Luke Littlefield, CEO of Dentsu Aegis Network Australia & New Zealand: “The opening of a Brisbane office is the latest in a series of significant achievements for Carat that have led to its strengthened market position and Australia’s newest $1bn agency. With an experienced and skilled national leadership team in place under Simon’s management, we are confident in Carat’s ability to continue to grow and to cement its leading position in Australia and New Zealand.”

Says Merrick: “Our people are excited to become part of Carat’s global network after a lengthy induction into the Carat way of working over the past few months, and I am proud to be at the helm of the agency’s launch in the Queensland market. Our clients will continue to have the benefit of our team’s local knowledge, with the added resources of Carat throughout Australia and more broadly around the world.”

The expansion into Brisbane comes at a pivotal time for Carat, with Ryan appointed as national CEO last year and putting in place a national leadership team including national strategy director Gavin Ashcroft, national digital director Sarah James, and national head of investment & partnerships Paul Brooks.

The agency is on an upward trajectory having recently won key clients in Mastercard, Sara Lee and L’Oreal, as well as being reappointed by long-term client Mondelez. The agency has an impressive track record when it comes to new business, having won 21 of the 25 pitches it has been part of in the past three years.

Kenny Stewart, a member of Dentsu Aegis Network’s executive leadership team, remains as head of the Brisbane office for the group, which also includes performance marketing agency Columbus, PR agency Haystac and lifestyle marketing business Team Epic.

(Pictured L-R: Simon Ryan and Gabriela Merrick)