Pete Metcalfe has been appointed Managing Director of Carat Manchester, completing a meteoric rise that started when he joined Dentsu Aegis as a graduate less than 10 years ago.
Metcalfe spent seven years leading the affiliates and aggregators team at iProspect before taking over as Head of Digital at Carat, part of Dentsu Aegis Network, in 2016.
He replaces Rachel McDonald, who was promoted to Managing Director of Dentsu Aegis North in May.
She said: “I am delighted we have been able to promote from within, which demonstrates the strength in depth we have at executive level. This is a clear demonstration to the rest of our team that there is a path to the top in our business.
“Pete has a very clear vision for helping Carat clients on the transformative journey ahead in the ever-changing media landscape. “
Metcalfe added: “Carat Manchester has evolved dramatically over the years, leading to phenomenal growth for us and our clients. Our success has always been underpinned by our talented people, agile capabilities and deep relationships with clients.
“I am excited to step into this role at a time when we are embarking on our next phase of growth, as we look to continue to deliver innovation for our clients through data, technology and creative.
“With an ever-increasing set of Dentsu Aegis Network capabilities at our disposal and an amazing team of people, there is no limit to what we can achieve.”
Metcalfe takes up his position with immediate effect and will report directly to McDonald.
