Carat has pioneered the media industry for 60 years, helping the world’s most iconic CPG brands to grow. At every inflection point in the media landscape, we backed the communications planning craft to make a transformative impact on brands’ top and bottom lines. As media changes again, Carat leads CPG brands into the Algorithmic Era.
CPG brands are marketing marvels, making seemingly mundane moments feel just that little bit more special because they understand two timeless truths better than anyone.
- They embrace the laws of growth. Brands must be easy to recall and find in buying situations, so marketing's job is to build mental and physical availability — at scale.
- They know the effectiveness of marketing communications is built on achieving not just scale, but shared scale, i,e., fame. Ads are more effective when a large audience sees them and knows that many other people have seen them too.
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