LONDON: Emulating Boy Scout founder General Lord Baden-Powell, Aegis Group's Carat network has adopted what in 1907 the late Chief Scout termed a 'yell' - a vigorous outburst intended as a safety valve for groups of hormonally-charged teenagers.
Although it is unlikely that Carat's intentions are identical to those of His Lordship, it too has adopted a new global yell: 'Transforming communications!'
According to Aegis Media head of global marketing Martyn Rattle: "This replaces Carat's previous positioning of 'delivering business advantage through media'. 'Transforming communications' recognises the importance of digital and the advantage we have with Isobar."
Aegis Media, whose stable also includes sister media network Vizeum, has devised a second yell to embrace all its corporate interests: 'Curiosity, Creativity and Collaboration'. Enthuses Rattle: "The 3C moniker is the badge of our new communications planning process at Aegis Media."
All together now, chaps . . .
Data sourced from mandmeurope.com; additional content by WARC staff