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Our Bureau

3C process comprises Curiosity, Creativity and Collaboration.

Mumbai , Aug. 21

As part of its global initiative, Carat Media Services has repositioned itself as a communications planning agency.

Communications planning will now be an integral part of its offering, through a 3C process comprising Curiosity, Creativity and Collaboration. There will be a change in the profile of the media agency whereby it will have a holistic offering having communications strategy, engagement planning, seamless execution and econometric evaluation in the campaigns.

Explaining the need to reposition the agency, Mr Charles B. Jenarius, Group CEO, Carat India, said, "With media choices multiplying exponentially, today consumers are in control and demanding content whenever and wherever they want. Creating lasting relationships with consumers in this environment makes it imperative to have communications planning for today's marketers. Communications Planning recognises customers as people first and then have media that moves beyond conventional media to forms such as experiential, digital and branded content."

Mr Rob Kabus, Regional Director, Communications Planning, Asia-Pacific Region, Carat, said, "The 3C process will enable us to find new and better ways to connect our clients with their consumers through communications. Today we have become managers of content from messengers of content as content is everything and there is a need to customise and create a focussed role for each channel of communication."

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