Carrie Drinkwater
Chief Investment Officer at Carat US and the agency's first-ever CIO, known for leading media investment strategy and advocating a consumer- and content-first approach to media buying.
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Feb 3, 2026 • 41min
The True Meaning Of Holistic Media, With Carat's Carrie Drinkwater
Carrie Drinkwater, Chief Investment Officer at Carat US and the agency's first-ever CIO, champions a consumer- and content-first approach to media buying. She breaks down what holistic media really means. She discusses TV, CTV and content convergence. She talks CTV targeting limits, sports and alternative reach tactics, privacy and data trust, and how AI tools reshape media investment.
