Carat Sydney has hired Peita Pacey as group strategy director, growing its strategy team to ten.
Peita’s appointment represents Carat in Sydney’s continued investment in strategic resource, and comes off the back of the agency’s recent appointment of Kerry Boys to the role of head of strategy.
Peita will lead the team alongside Kerry, with a particular focus on the Woolworths account.
In a career spanning over 14 years, Peita has held communications and strategic roles whilst working across a number blue chip accounts across categories including FMCG, retail, finance and entertainment.
Peita started her career in London, then returned to Australia where she has since worked at leading agencies such as UM, Ikon, Bohemia and, most recently, at OMD as strategy director for the past two years.
Speaking of her appointment, Peita said, “Carat Sydney is an agency to watch this year and I am excited to be joining the team at such an important time of growth and momentum. Having the opportunity to bring some real value and strategic differentiation to some of the best clients in Australia is what our team is all about and I am thrilled to be a part of that.”
Gavin Ashcroft, carat’s chief strategy officer said, “A strong and differentiated strategic product is absolutely vital to the future of our business and to our ambition to Redefine Media by focusing on business value rather than just media outputs. I couldn’t be more pleased to have Peita join the team; she comes with a wealth of experience and passion. We are on an amazing journey at Carat and Peita will be a big part of that journey moving forward.”
Peita starts with Carat this week.
Outdated and modelled legacy measurement metrics being used by OOH companies have hindered confidence in the channel. Robin Arnold [pictured], Chief Technology Officer for LENS Technology & Analytics explores the few hero systems emerging to bring trust back to the channel. What do marketers really want? It’s a hard, nuanced question that has many answers. […]
ESPN and the National Basketball League have extended their broadcast partnership for a further three seasons as part of an expanded television rights package. ESPN and the National Basketball League announce a new expanded agreement that will run for three seasons, until the end of the 2023/24 NBL season. The landmark broadcast deal comes with […]