Carat retains Cash Converters, adds strategy director

Josh McDonnell
By Josh McDonnell | 27 March 2019

Carat Perth has retained long-standing client Cash Converters, extending its six-year partnership with the national brand.

Carat will continue to manage all media planning and buying for Cash Converters nationally, and continue to lead a multi-discipline team of Dentsu Aegis Network agencies, including Columbus, Amnet, Data2Decisions and Isobar.

As part of the announcement Carat Perth has also appointed Dick Laurie to the role of strategy director. Laurie has worked in media and marketing for more than 30 years, with clients like Unilever, P&G, Adidas, Mars, Hilton and

He has held senior media agency roles in APAC, EMEA, North America and Australia including head of planning roles for global clients and most recently as head of new business and marketing for MediaCom APAC.

dick-laurie_strategy-director-carat-wa.jpgDick Laurie

Cash Converters CMO Alice Manners says the agency had proven its ability to support the business by driving a single customer view and strong business outcomes.

“Cash Converters embarked on an ambitious journey, driven by a sharpened focus on customers, enhancing its digital capabilities and adopting new technology," Carat WA managing director Jim Groves says.

"Our data driven approach to channel and media planning has allowed Cash Converters to acquire more customers at a lower cost of acquisition over a sustained period."

The retention will come as good news for the Dentsu-owned agency, which, over the past three months has had multiple clients announce they will be pitching their media out of the agency.

Asahi announced it would look to consolidate the media buying and planning under one agency, with its alcoholic beverages currently handled by Vizeum, while Schweppes is handled by Carat, a foundation client for the agency.

Most recently, international and domestic airline Virgin Australia also revealed it would be reviewing its media services out of Carat's Sydney office.

Last month, Carat's Adelaide office was also appointed to the South Australian Government's media panel alongside Wavemaker and Reprise.

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