Carat is a latecomer in this arena. Several large shops already have independent agency units, such as Bcom3 Group's Starcom, which has Starlink, and Interpublic Group of Cos.' Initiative Media, which has had Initiative Partners.
Carat hired Russell Zingale, 43, formally senior vice president and account director at Initiative Media, to run the division as senior vice president and managing director. Mr. Zingale will report to Dan Belmont, president of Carat Business & Technology. Mr. Zingale will be based in the New York office of Carat.