The Isobar U.S. president chats with iMedia about her transition from Carat Interactive, what an "Isobar" is, and her vision for the future. (1 of 2)

Earlier this month, Sarah Fay transitioned out of her role as president for Carat Interactive in order to focus on her new position as president of Isobar U.S., which, like Carat, is part of the UK-based Aegis Group. We chatted about her move and its implications for Isobar, Carat and Aegis.

iMedia: Let me start off with a basic nomenclature question: What the heck is an isobar? I clicked around and found this explanation on the NASA Web site "An isobar is a line connecting locations of equal barometric pressure. Isobar maps show where pressures are relatively high and low, and show us where pressure changes are gradual or dramatic over a distance." That seems quite evocative: Does it illuminate what Isobar is within Aegis and/or Carat in some way? Another way of putting this: What is Isobar's mission and how does that mission differ from that of Carat Interactive?

Fay: Good job on uncovering the definition of Isobar -- I have found that some people know the term, but not too many. So yes, an Isobar is a line on a weather map that connects equal points of barometric pressure -- and to answer your question, there is a metaphorical connection with what the Isobar companies do -- connecting messages with consumers by emphasizing points of commonality. Importantly, these lines constantly change, just as our messaging and targeting strategies must continuously evolve. If you look closely at the Isobar logo, you can see that it draws on weather map imagery, so we are taking the meaning of the word pretty seriously.

We have also made Isobar into an acronym that describes the services we provide:

I -- Integrated
S -- Strategies
O -- One to One
B -- Brand
A -- And
R -- Response

iMedia: Is Isobar a holding company for digital-related entities, i.e.; search marketing, creative, media, emerging platforms, etc.? Will Isobar itself actually perform work, or is it designed to manage all the entities it oversees? (Currently, Isobar NA includes Carat Interactive, Freestyle Interactive and iProspect.)

Fay: While all of the digital and one-to-one services in the Aegis group reside within or will be acquired by Isobar, I don't think "holding company" is the right term. Aegis certainly could have performed the functions of a holding company if that was all that was needed. We prefer to describe Isobar as a "global network." Currently, there are more than twenty digital and one-to-one branded services within the Isobar network. As you can imagine, the needs and complexities of these businesses are quite different from the rest of our company -- much of which addresses TV and the traditional advertising sector.

The Isobar agencies are made stronger, as they are linked by the network to shared knowledge, resources, tools, processes and synergistic services. Isobar also helps us to combine our industry clout -- currently more than $500 million in global billings, and growing! 

Isobar will not provide services directly to clients.

The client-facing agency services will be our primary brands, with Isobar appearing as a sub-brand. It is my hope that when a service is recognized as a part of the Isobar network, there will be an automatic association of advantage and excellence in quality. 

If I could paint a visual for you, I would put the Isobar brand below all of its brands, with lines linking them all together. A holding company generally sits on top, but we plan to play a much more supportive role.

iMedia: How anticipatory or pro-active will Isobar be? Will Isobar coordinate its activities for clients when clients request it, or will it be in the sometimes-uncomfortable position of pitching the benefits to clients?

Fay: I certainly want clients to understand the benefits the Isobar network brings to them, and have already had many conversations on that topic. We don't expect Isobar to be coordinating client work across agency brands, with one exception: Isobar has a dedicated team in London that offers international coordination to clients. This is the one Isobar function that provides hands-on account management, as we need to ensure uniform program executions across geographies, and it doesn't make sense for each agency to develop its own international coordination function.

The primary role of the Isobar network will be to proactively facilitate integration processes and cross pollination of tools and best practices within the network. The agencies themselves will provide client service, and coordination. Isobar's role is to make sure the systems and structure support smooth service delivery to clients, especially when they are receiving multiple services from the Isobar network.

iMedia: With Isobar functioning as, in your words, a "sub-brand," where does it fit with regard to profit and loss? You said that digital and one-to-one services within Aegis will "reside within or will be acquired by Isobar." Does that mean that it will be one P&L for all of Isobar? If not, then might you have I-Prospect fighting for more search investment while Carat Interactive looks for more online advertising with the same Isobar client?

Fay: When I use the term "sub-brand," I am referring to how Isobar will be positioned, from a marketing perspective, relative to our client-facing agency brands.

The service agencies will take precedence in portraying brand personality.

Isobar is the common thread that links these agencies together, which is important, but a bit more in the background. As an example, Carat Interactive has built a strong brand, which won't change. But you will see Isobar incorporated into their marketing materials in small ways: for example, Carat Interactive will refer to itself as "linked by Isobar."

You will not see us market Isobar overtly as an agency entity.

Each of the Isobar agencies will have its own P&L, which may incur some competition within the group. But each of the agencies is also strongly incented to work together and to cross-refer business within the group. Each of the agencies is expected to collaborate in sharing knowledge, tools and best practices. I believe our agencies are different enough that the synergies far outweigh their competitive cross over.

Tomorrow: How Sarah Fay's day-to-day activities are changing, who was behind the creation of Isobar and more.