Carat’s warning against a wholesale change from television to online comes oddly from their head of media Steve Hobbs (MW June 29).
Carat is a leading media agency and should be trumpeting the cause of media neutrality, and be neither for nor against any one medium. If online is the best medium for a client then why should Mr Hobbs want it otherwise?
The Aegis group has other companies operating successfully in the online space. I hope we can dismiss the possibility that the cause of Mr Hobbs’ concern could be that a Carat client moving money from TV to online reduces his media agency’s income.