Carat Sydney poaches OMD Sydney’s Dan Sinfield as Sydney managing director



DentsuAegis media agency Carat has appointed OMD’s head of trading Dan Sinfield as it new managing director for the Sydney office, Mumbrella can reveal.

The move for Sinfield, who has been head of trading and implementation at OMD since March 2012, and with the business since 2008, comes after it was revealed the agency was reshuffling its management pack, with current MD Andrew Norris moving to a new data and analytics role within the media agency.

Simon Ryan, CEO of Carat Australia, told Mumbrella the agency is still looking for a new general manager to replace Angus Fraser, who is moving to be general manager of sister agency Mitchell & Partners Sydney.

Simon Ryan (l) and Paul Brooks

Simon Ryan (l) and Paul Brooks

Ryan said Norris would continue as MD of the office in the interim, with Sinfield expected to start work October, but he and national trading director Paul Brooks will have oversight on the operation until then.

The management changes come as Carat is in the middle of a pitch to defend its biggest client Woolworths, with an announcement expected on the long-running pitch in the next few days.

Sinfield has been with OMD since March 2008, and prior to that spent nearly five years with GroupM agency Mindshare as business director. He started his career in the UK at OMD in 1998.

OMD CEO Peter Horgan told Mumbrella: “He’s been a great servant to the business and goes with our blessing, it’s a big job and a big opportunity. In terms of a replacement we have great strength on the ground already with Mel Hay and Jo Dick, and I will be covering any of the bigger duties until a replacement has been appointed.”

Alex Hayes



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