Rather than connecting areas of equal pressure, Aegis hopes its new network Isobar will help provide equal service for its interactive clients.
The London-based global media and research group which owns Europe's largest media network, Carat, is launching the new international division with the aim of integrating its existing eighteen digital marketing companies.
Aegis should benefit from revenues of $100 million (€81.4m; £54.6m) generated by the venture this year as Isobar plans annual handling of $1bn of advertising expenditure.
Newly-appointed Isobar president, Nigel Morris, describes the move as a "total communications solution" and one that shows clients and the market that "all the digital aspects of the group" have been aligned.
The launch anticipates Aegis' high expectations for the future of digital media consumption, which it predicts will rise from the current 25% to over 50% by 2007.
Data sourced from: mad.co.uk; additional content by WARC staff