Mindshare brings in Carat's Scott Sorokin

Mindshare has hired Carat’s Scott Sorokin to fill the newly created position of global head of digital media for the agency.

Sorokin will be based in New York and will report to Mindshare’s global CEO Dominic Proctor in London. He departs his role as president of Carat and Carat Fusion, Aegis Media’s digital services agency, which he held since departing his position as EVP and global account director at MRM in 2006. At Mindshare, Sorokin's mandate is to lead the agency’s global digital communications initiatives.

A company statement says, “Scott’s primary role will be to lead global digital media initiatives for Unilever, but he will also work closely with Phil Cowdell, head of Mindshare North America, to develop and implement our digital plans for all our clients. He will also serve on Mindshare’s global executive committee.”