Carat Fusion Names MRM's Sorokin to Top Spot

Carat Fusion nabbed MRM Worldwide’s Scott Sorokin to lead the agency as president following the December defection of its topmost executive to Poindexter Systems.

Sorokin replaces Toby Gabriner, who left the agency late last year to become CEO of the optimization company. In the interim, Carat Fusion has been led by Sarah Fay, previous leader of Carat Interactive and now president of its parent network, Isobar U.S.

At MRM, Sorokin was the global account lead on the agency’s integrated campaigns for Intel. Prior to that, he was managing director of Modem Media/Digitas West, heading up the merger of those two agencies’ offices in San Francisco. Earlier he was a co-founder and managing director at Grey Interactive Worldwide and a creative director in television and print media.

“Marketers are facing new opportunities and challenges as they connect with consumers and build relationships in today’s shifting media marketplace,” said Sorokin in a statement. “Carat Fusion has a proud history of digital marketing innovation and leadership to address these challenges.”

The appointment comes shortly after Carat Fusion’s engagement architect, Cory Treffiletti, said he will depart the agency to consult with Klipmart and other clients.