2025 AGENCY SCORECARDS
carat
Team PROFILE
Agency type
media
Ownership
dentsu
tagline
Pioneering People
LEADERSHIP TEAM
fiona johnston
TEAM CAPTAIN
Harry Jayaweera
MD NSW
Richard Lehocz
MD VIC
Adele Gibb
MD SA
Jim Groves
MD WA
KEY STATS
offices
Sydney, Melbourne, adelaide, perth
HEADCOUNT
not disclosed
gender balance
male 32.7%, female 66.5%, non-binary/non-disclosed 0.85%. Leadership: male 50%, female 50%.
CLIENT WINS
6
CLIENT RETENTIONS
3
recma compitches
b
recma profile classification
good
LARGEST CLIENTS
woolworths
Greenstone Financial Services
medibank
B&T's season report
Carat has had a solid season in 2024 that the agency says was marked by “strong growth, industry-first innovation and a culture-first mindset that set the tone for the future of media”.
It lifted client satisfaction and performance scores after applying its ‘Getting to Great’ framework to key clients including Kraft Heinz and General Motors.
Its Verity Relationship Intelligence TRR scores were also up, underlying the strength of its relationship with clients.
The agency picked up wins including Beacon Lighting, Uniqlo and EnergyFlex. It also extended its relationship with one of its largest accounts, WA Government, by a year.
Notable losses include Nova Entertainment (worth around $5 million according to COMvergence) and Alinta Energy.
RECMA scored Carat’s Competitive Pitching a ‘B’, and its profile classification ‘good’.
Carat’s talent, including the likes of Olivia Martini, Nisha Rajamani and Laurence Demousselle have either won or been shortlisted for industry awards, while Google awarded Carat and Medibank an award for Best Use of AI.
Innovation was a recurring theme at Carat, from its first-to-market audio and CTV measurement (Nova’s CTV+ study) to Microsoft’s integrated digital TV planning and Medibank’s award-winning Value-Based Bidding (as mentioned above).
The agency also champions inclusive leadership through RAP Council engagement led by Chris Carey, and DE&I governance led by Victoria Alvarez, who is heavily involved in initiatives at the MFA’s NGEN.
Carat has also sharpened its tech stack through the integration of Merkury x Copilot, Snowflake, TM1 and Advvy, embedding AI capabilities into planning and investment.
Carat’s form in 2024 is an improvement on the season prior, and the agency is gradually building its squad, match fitness and team culture for seasons ahead.
campaign HIGHLIGHTS REEL
Nintendo – The Return of Zelda
Carat worked with Nintendo’s local marketing team, creative and production partners to deliver a culturally impactful, multi-channel launch for their Nintendo Switch game launch of The Legend of Zelda: Tears of the Kingdom. This campaign drove record engagement and pre-orders with core fans and new audiences.
Medibank – AFLW
As part of a larger media campaign designed to leverage Medibank’s sponsorship of the AFLW, Carat collaborated with Medibank and the AFLW to develop and launch a first of its kind AFLW Show on Fox, hosted by Kelli Underwood and Lauren Wood. Medibank owned naming rights and had an integrated segment called Mind Blowing Moments which celebrated incredible feats of human potential. The campaign had positive effects on prompted awareness, consideration and net trust.
Dan Murphy’s – Nobody Beats Dan Murphy’s’ Brand Platform Launch
Carat worked with Dan Murphy’s to launch their “Nobody Beats Dan Murphy’s” brand platform, built on the brand’s core truths of unbeatable price, expertise, and range. By telling a compelling discovery-led narrative, it invited both current and future customers to experience the best drinks at the lowest prices. The media strategy brought the idea of being “unbeatable” to life, not just in message but in behaviour—creating high-impact moments that allowed consumers to feel the brand’s promise, resulting in strong differentiation from competitors and a memorable, experience-driven launch.
carat's Analysis of 2024
In 2024, Carat Australia delivered a standout year of growth, innovation, and industry leadership. We secured and retained major clients including Uniqlo, Beacon Lighting, SA Tourism, and WA Government, while driving strong client satisfaction through our ‘Getting to Great’ framework. Our people were recognised across major awards, including Google Honours, with standout campaigns for Medibank, Dan Murphy’s, and Mastercard. We led the industry forward with innovations like Value-Based Bidding, CTV+ measurement, and AI-powered planning tools, while embedding sustainability through Scope3 and inclusive leadership via RAP Council and DE&I governance. Our tech transformation integrated platforms like Merkury x Copilot and Snowflake, elevating both operations and outcomes. With 300% growth in WA, improved profitability, and reduced churn, 2024 marked a step-change in how we deliver smarter, simpler media for clients, underpinned by a high-performance culture and a united, future-ready team.
mvp award
Hannah Fisher, head of sa govt account
Leads with heart, thrives on SA Govt work, and consistently puts team success ahead of personal recognition or individual needs.
B&T's agency score
carat: 7.5
COACH's COMMENT:
After a few challenging seasons, Carat is quietly building its profile and talent to take on teams higher up the ladder.
