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Media Coverage
"Carat Fusion's Gabriner Joins Poindexter"
Adweek
November 16, 2005
Carat Fusion president Toby Gabriner is leaving the agency to join Poindexter Systems, a New York ad optimization firm, as its new CEO.
Poindexter optimizes both Web sites and marketing in real time for advertisers and agencies. It works with clients like AOL and American Express to drive customer conversions by targeting site messages based on audience characteristics. The system can also be used to optimize marketing and advertising.
"It is an opportunity to move more into the technology side of the world," Gabriner said. "I think technology is going to play a bigger and bigger role in marketing."
Sarah Fay, president of Aegis Group's Isobar U.S., will take over as interim president of San Francisco-based Carat Fusion. Fay was president of Carat Fusion from its formation in 2001 to 2003, when Gabriner succeeded her.
"Toby has done some great things for us," Fay said. "We're grateful for the role he's played, and I think we'll be in a position to partner with him in the future."
Gabriner plans to leave the agency at the end of the year.
Jason Shulman, executive vice president and strategist at Carat Fusion in Boston, is also leaving the agency to join Poindexter, where he will be executive vice president of sales and business development.
Gabriner joined Carat Interactive in May 2003, and was named president of Carat Interactive in January 2004, leading the interactive agency through its merger with Carat Direct to form Carat Fusion this year. Gabriner joined Carat Interactive when it bought Freestyle Interactive, where he was president.
In Poindexter, Gabriner said he saw an opportunity to join a promising young company, which recently named Interactive Advertising Bureau co-founder Rich LeFurgy as its chairman. LeFurgy said Poindexter is often incorrectly perceived as simply ad-serving company.
"Toby will be great at getting that message out effectively to marketers and agencies," he said. "Given his experience, he knows where the market is moving and will help us take advantage of that."
Carat Fusion has lost other executives in recent months. Its top search executive, Ron Belanger, left the agency in August, subsequently joining Yahoo. Likewise, Carat Fusion sister agency Freestyle's managing director Andy Tress left that agency for a sales post at Yahoo.
Fay said she would look for Gabriner's replacement both inside the agency and outside. "I believe for a position like this there should be a lot of talent in the market to tap into," she said.
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