Carat UK promotes Matthew Hook to MD and Dan Hagen to strategy chief

Matthew Hook (left) and Dan Hagen. Photo Courtesy: Carat UK

Carat UK, the Aegis-Group-owned media planning and buying specialist agency, has promoted Matthew Hook to managing director. Dan Hagen, the head of planning, is also promoted to chief strategy officer, filling Matthews’s former role.

Matthew will oversee the day-to-day running of Carat and will lead growth and diversification of the business. He is expected to collaborate with the heads of UK Dentsu Aegis Network brands such as iProspect, Isobar and Data2Decisions to make the most of the network’s capabilities for Carat’s clients.

Matthew will report into Tracy De Groose, the CEO of Carat UK.

Tracy said: ‘Clients increasingly realise the value media brings to their business and want a media agency that can systematically deliver work that makes the most of the opportunity. No one has more appropriate skills and personality to drive this than him (Matthew).’

Matthew added: ‘Carat has significantly developed its business over the last few years to become much more strategic and collaborative, and we want to take this to a new level in the years to come as the market continues to transform.’

‘This is only possible if you have a thriving culture where talented people are developed and supported in doing brilliant work, and this is what I want to build at Carat. We already have a strong team in place, both within Carat and our sister agencies, and we are all thoroughly looking forward to the challenge.’

Meanwhile, Dan Hagen’s new role as chief strategy officer will see him take responsibility for the quality of Carat’s work and product.  He will also oversee the planning, insight, data, direct and strategy teams.

Tracy said: ‘Dan is a leader in convergent planning and has a track record of growing businesses. This makes him the ideal champion for our focus on business value and he is vital to Carat’s future.’