Carat's goal post now is the client's ultimate objective

Carat Media Services (M) Sdn Bhd chief executive officer Bala Pomaleh

WHEN media agencies plan communication campaigns for advertisers, they traditionally focus on media outputs such as gross rating points and reach. However, clients are ultimately more interested in sales and other marketing results.

Carat Media Services (M) Sdn Bhd, one of Malaysia’s leading media agencies, believes that clients should be “more demanding” of their agencies to focus in that direction.