DESPITE OPPOSITION, CARAT TO OPEN AD MEDIA SHOP IN BRAZIL

Industry Rules Prohibit Operations by Media Specialists

By Published on .

Most Popular
NEW YORK (AdAge.com) -- Aegis Group's Carat later this year plans to be the first media specialist to open in Brazil, despite fierce resistance to media specialists by the Brazilian ad industry.

No specialist now operates in Brazil

Related Stories:
AEGIS REPORTS RETURN TO PROFIT FOR 2002
Announces Plans to Launch Second Media-Buying Network
THE TALK OF LONDON ADVERTISING CIRCLES
Unbundled Media and the Plight of Multinational Agency Networks
due to rules policed by local industry group CENP that restrict payment of media commissions to full-service agencies.

Carat's Brazilian operation will be run by Otavio Martins and Antonio Murena Jr., currently at Aegis-owned Copernicus, a strategy and positioning consultancy with offices in the U.S. and Brazil.

"We can't really operate because of CENP, but we are studying a way to do it without harming CENP and its rules," Mr. Martins said.

A Carat executive in New York said, "We understand the restrictions and are in the early stages of evaluating our options."

In this article: