Carat

One of the world's largest and oldest media agencies, operating as Dentsu's flagship media network with top-tier global brand clients

Carat is the world's first and one of the largest media agencies, founded in 1968 in the United Kingdom. As Dentsu's flagship media network, Carat operates across more than 70 countries and serves some of the world's most prominent brands. The agency specializes in media planning and buying, audience strategy, data analytics, and integrated communications planning, helping clients navigate an increasingly complex and fragmented media landscape. Carat has consistently ranked among the top media agencies globally, recognized for its proprietary audience intelligence tools and its ability to connect brands with consumers across traditional and digital channels. The agency leverages Dentsu's broader technology and data infrastructure — including platforms like M1 (Dentsu's people-based marketing platform) — to deliver precision targeting, cross-channel measurement, and performance optimization at scale. Within the AdTech and media ecosystem, Carat holds a significant position as a full-service media agency that bridges traditional media buying with programmatic and digital capabilities. Its global scale, combined with deep local market expertise, makes it a preferred partner for multinational brands seeking consistent yet locally relevant media strategies. Carat competes directly with other major media agency networks such as GroupM's Mindshare and MediaCom, Publicis Media's Starcom and Zenith, and IPG Mediabrands' UM and Initiative.