Carat appoints Bojaj as new chief media officer, promotes Joanna Hawkes

By Abimbola Mohammed

Carat announced it has created a Chief Media Officer role, naming long-time account management and strategic planning executive Diana Bojaj to fill it. She reports to Carat U.S. CEO Mike Law.

In the same vein, Carat also promoted Joanna Hawkes to Executive Vice President-head of Strategy, reporting to Bojaj. She previously served as senior vice president-integrated strategy at Dentsu International.

Bojaj joined parent Dentsu Media as president and chief strategy officer in December 2019.

Prior to joining Denstu in 2019, she was the executive vice president-managing partner of IPG Mediabrands’ UM unit, previously held planning and account management roles at Publicis’ Leo Burnett and Starcom MediaVest Group units.

In a statement by Carat on the Bojaj’s duties as the new chief media officer, it says: “Bojaj will focus on Carat’s product offering, enabling game-changing work for both existing and prospective clients, while overseeing four major disciplines strategy, planning, innovation and content.”

Speaking on the appointment, Mike Law said: “I’m incredibly excited to grow Carat’s U.S. leadership team by adding Diana as our first Chief Media Officer.”

He added that: “I can’t think of anyone better to step up and help unlock new areas of growth and transformation in media for our clients. Her strategic prowess and sharp focus on product will help further our vision of designing for people, to move our clients’ business forward like never before.”

Jonna Hawkes wrote on her LinkedIn page: “Thrilled to announce that after 16 years in the dentsu network I am returning to Carat, back to where it all began. I will be taking on the role of Head of Strategy, working closely with our teams and partners to redefine how brands can create greater value for consumers. Thanks to my dentsu family for helping get me here.”

Prior to her new appoint, she was the head of strategy, Carat USA, SVP of Strategy, dentsu international, VP, Strategy at 360iVP, VP, Director, Communications Planning, VP, Director, Carat, Media Supervisor, Marriott Hotels, Media Planner, Marriott Hotels.

“The appointment comes as media is in the throes of upheaval, with new forms of innovation such as streaming and Web3 fueling the need to simplify, streamline and automate the basics of those four areas,” Law said.

As the future of a media plan continues to extend beyond the reach and frequency of more traditional commercials to consumer experiences, attention and digital activations, having each of these four teams working closely together has become essential for ensuring a media agency can deliver on the basics while also planning for the future.

Those who will report to Bojaj include Joanna Hawkes, head of strategy; Michael Liu, head of innovation; and Kerry Doyle, head of content. Planning does not currently have an executive lead.