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Why Carat is putting emotional intelligence at the core of media buying

Why Carat is putting emotional intelligence at the core of media buying
U.S. CEO Angela Steele and global CSO Sean Healy dive into the media agency’s repositioning and new planning process, “designing for humans.”
by Alison Weissbrot
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Daniel Goleman , Angela Steele , Sean Healy , Carat United , டேனியல் கோல்மேன் , ஏஞ்சலா ஸ்டீல் , சீன் ஹீலி , காரட் ஒன்றுபட்டது ,

Why Carat is putting emotional intelligence at the core of media buying | Media

Media agencies are trying to move beyond the transactional and into the emotional.
Dentsu-owned global media agency Carat has rebranded around the notion of human and emotional intelligence, supported by a new planning process called “design for people.”
While Carat used to work in a discipline-focused way, its new planning process aims to meet consumers where they are, based on their emotional needs, in a fragmented media landscape, rather than focusing on short-term ROI.
“What clients need from media agencies these days is so much more than media,” said Angela Steele, CEO of Carat U.S.A. “We needed a new way of working that was much more multidisciplinary.” ....

Daniel Goleman , Angela Steele , Sean Healy , Carat United , டேனியல் கோல்மேன் , ஏஞ்சலா ஸ்டீல் , சீன் ஹீலி , காரட் ஒன்றுபட்டது ,