Davies, previously deputy managing director at Prager Proximity and formerly of WWAV, takes up the role of head of direct communications.
The division will provide direct response planning and buying services across all Carat's media for clients. It goes live this week.
Carat handles direct marketing business across clients including Dell, Weight Watchers and insurance company Churchill.
Colin Mills, managing director of Carat, said: "Response data is the engine for many of our clients' communication and we believe these changes will deliver genuine market advantage to our customers. Helen is the best person we have seen in the market to drive this."
Davies will oversee a team of 20, who have been recruited internally from Carat interactive, broadcast communications and planning.
The agency has developed a proprietary analysis tool called Boomerang 2 to provide response matching. The direct communications division will work closely with Carat data planning, and both teams will report to Jenny Biggam, head of data planning and direct marketing.
Biggam said: "I believe that the new team in conjunction with our existing data team will enable us to deliver genuine through-the-line solutions and give our clients a single view of how all their communication is working."
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