The New York office of Carat Fusion has added five new employees, including SEM veteran Randy Schwartz, to its roster, reports ClickZ.
The additions come as Carat seeks to significantly add to its search offerings in direct response to client requests.
Schwartz, formerly head of account strategies at Reprise, says he was wooed to Carat by their integrated approach and ability to execute, something he found lacking at other shops he visited. He believes the future of search is dependent on personalized ad delivery and vice versa, a belief he says is proven by Google's purchase of DoubleClick.
Schwartz also said Microsoft's strength lies in its ability to leverage the data of its Passport users. Yahoo's, he says, is its reporting of consumer touchpoints throughout the online experience.
