Bombay-based advertising agency Percept has entered into a joint venture with Carat, the international media buying and planning business owned by Britain's Aegis Group.

Branded Carat Impact, the new venture will offer specialised media services, operating as a discrete business from half-sister shop Carat India. In particular, it will service the media needs on the sub-continent of Hakuhodo Percept, a partnership between Percept and Japanese advertising shop Hakuhodo.

Carat Impact will also seek new clients - although, says Carat India’s CEO Meenakshi Madhvani who heads the new partnership, it will not compete with Carat India.

Carat India, which opened its doors on the subcontinent three years ago, numbers among its clients Cadbury-Schweppes, Mattel, Bacardi and Channel V.

News source: Advertising Age - International Daily