School Reports 2018
[Extended edition]


Type of agency & ownership:  Media agency, owned by Dentsu Aegis Network
Nielsen billings 2017: £753m (-16%)
Declared income: n/s
Total accounts at year end: 218
Accounts won: 14 (biggest: Jacobs Douwe Egbert)
Accounts lost: 12 (biggest: Vauxhall)
Number of staff: 605 (+2%)
Key personnel: Rick Hirst, chief executive; Dan Hagen, chief strategy officer; Matt Landeman, managing director; Mark Hughes, executive operations officer; Nayna Bhana, finance director
Star player: Dot Cooper, PA

Year in review

It was yet another tough year for media agency bosses, and Carat didn’t escape the madness. Big changes at group level won’t have helped chief executive Rick Hirst’s stress levels. Dentsu Aegis Network’s UK and Ireland chief executive Tracy De Groose made a shock departure and was replaced by an unlikely media man, Stef Calcraft.

After 2016’s below-average performance – the agency scored four, a significant drop from its eight in 2015 – Hirst was determined to pull out all the stops. Alas, along came some major global account consolidation and out went Vauxhall and British Airways. Other losses included Sofology.

Carat was at least able to keep hold of Lionsgate and pick up the Jacobs Douwe Egbert business from Havas Media, and from Manning Gottlieb OMD, as well as 12 other accounts.

Creative work included the re-release of the Predator football boot for Adidas, for which Carat co-ordinated a live stream across Facebook, Twitter, YouTube and other publishers, as well as digital out-of-home in London, Amsterdam, Paris and Milan.

The loss of chief client officer Alison Jones was, though, a further blow to the leadership team, which now, unusually, includes the HR director and finance director, Gemma Barlow and Nayna Bhana, respectively.

Staff numbers rose by 10, and Carat says it is improving diversity by introducing a schools programme. It also plans to continue its focus on boosting the number of people taking shared parental leave.

After another year of turmoil, Carat has its work cut out.

Agency's Year In A Tweet

"We made brave happen. Made media simple, open and valuable, and grew our business with the support of some amazing and trusted clients. "


Score this year: 5
Score last year: 4
How the agency scores itself: 6
Management strength: 4
Creativity: 5
Innovation: 5
New business: 3
Diversity: 6

Business performance and accounts

Gross income

Latest: n/s
Previous: n/s
Change: n/s

Operating profit

Latest: n/s
Previous: n/s
Change: n/s

List of total accounts Aa

Accountant In Bankruptcy


Aer Lingus

Ageas Retail Limited

Airline Network Plc

Albert Bartlett & Sons Ltd

Alzheimers Society


Anchor Trust


Arla Foods

Atoc Ltd


Barker & Stonehouse Limited

Barrhead Travel Service Ltd

Bdw Trading Limited

Benenden Healthcare

Blackpool Pleasure Beach



Bradford Broadway Ltd

Bristol Alli Ltd Partnership

British Medical Association

Bullring Limited Partnership

Calmac Ferries Ltd

Care In Bathing Ltd

Caversham Finance Ltd

Children's Hearings Scotland

City Of Edinburgh Council

Clydesdale Bank Plc

Coin Furniture Limited

Combat Stress

Cosla (Business Gateway)

Coventry Building Society


Crown Pet Foods Ltd

Croydon Management Svs Ltd

Cycling Scotland

D M Design Bedrooms Limited

Deagostini Uk Ltd


Department Of Energy And Climate Control

Department For Transport

Department Of Work & Pensions

DFDS Seaways Newcastle Ltd


Diet Chef Limited

Direct Redress Ltd

Douwe Egberts

Edinburgh College

Edinburgh Napier University

Ekornes Ltd

Ernest Jackson

Esure/Shelia's Wheels




First Altrnative

Fiskars Uk Ltd (Branch)

Fox’s Biscuits

Freixenet UK

Funky Pigeon

General Motors

Gillies Of Broughty Ferry Ltd


Greggs Plc

Halfords Limited

Hammerson Plc

Heathrow Airport

Heathrow Express

Hidden Hearing Ltd

High Street Tv (Group) Ltd

Highcross Limited Partnership

Hit Entertainment



Holland & Barrett Retail Ltd


Hss Hire Service Group Ltd

Indesit (Hotpoint)

Industry Trust - For IP Awareness

Interflora - British Unit

Jack Links (Peperami)

Jane Plan

Japanese National Tourist Office

JD Williams & Co Limited (YFC)

JD Williams T/a House Of Bath

Julius Bahn Ltd

Jury's Inn

Jysk Ltd

Kazai Capital Ltd


Key Retirement Solutions

Kirin Ichiban

Leeds Trinity University

Legal Channel Marketing Ltd


Look Insurance Services

LSI Netherlands

LV= (Liverpool Victoria)

M J Gleeson Group Ltd

Machine Mart Ltd

Mackays Stores Limited

Magnet Limited

Manchester Airport Group

Marketing Strategies Ltd



Medecins Sans Frontieres


Midland Red (South) Ltd


Montpelier Joinery Ltd

Morphy Richards Ltd

Mr & Mrs Smith

Muir Homes Ltd

National Accident Helpline

National Citizen Service (Ncs)

Nationwide (Part Of LV=)

Neville Johnson Ltd

NHS 24

NHS Health Scotland

Noe Zoological Society


Olympic Holidays

Optical Express Ltd

Parkdean Holiday Parks Ltd

Pepkor UK Retail Ltd

Pets At Home Ltd (Brand)


Philip Morris International (PMI)


Pirelli UK Tyres Ltd

Pizza Hut (UK.) Limited

Post Office

Postcode Lottery Ltd

Poundland Ltd

Premier Foods

Prime Oak Limited

Primula Limited


Pure Collection

Pure Gym Ltd

Quality Meat Scotland

Reckitt Benckiser

Red Sea Holidays UK Ltd

Redcats (Brands) Ltd


Renfrewshire Council (UK) Ltd

Retail Property Holdings

Robert Gordon University

Safestyle UK

Samsonite Europe

Sands Heritage Ltd


SC National Blood Transfusion


Scottish Citylink Coaches

Scottish Daily Record Limited

Scottish Development International

Scottish Enterprise

Scottish Fire & Rescue Service

Scottish Government

Scottish Police Authority

Scottish SPCA

Scotty Brand Limited

Seabrook Crisps Ltd

Seafish Uk Ltd


Shard Viewing Gallery M'ment

Silentnight Group Limited

Skills Development Scotland

Skipton Building Society

Sofaworks Ltd

Sse Plc

St Enoch Trustee Co. Limited

Stagecoach Group

Stansted Airport

Step Change Debt Charity

Strata Homes Ltd

Stv North Ltd

Taylor Made

The Car Buying Service Limited

The Car People Ltd

The English Heritage Trust

The Entertainer

The Oracle Shopping Centre Ltd

The Telegraph

Thomas Cook Group UK Limited

Thomas Cook Airlines

Tommy Hilfiger

Tourism Ireland

Trinity Mirror Plc


UK Home Shopping Ltd

Union Square Developments


Vets4Pets Veterinary Group

VF Europe


Vins De Bordeaux

Visit Britain



Vur Village Hotels & Leisure

W L Gore & Associates (UK) Ltd

Warmer Energy

Wear It Pink

Weatherseal Home Imps. Ltd

West Quay Shopping Centre

WH Smith


Whyte And Mackay Ltd


Woodland Trust

Top three spending accounts:

UK Government


Thomas Cook

Number of retained accounts: 218
Number of accounts that are projects: 0
Biggest win: Jacob Douwe Egberts (£15m)
Biggest lost: Vauxhall (£34m)



Haymarket award wins

Media Week Awards: 1

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