Mumbai: Percept’s Allied Media has entered into a strategic alliance with Mercantile Advertising to handle their media planning and buying for all their clients

Allied Media is a specialist media planning and buying arm of Percept Holdings. Allied Media will offer Mercantile Advertising to the entire media service, which would encompass strategic planning, media buying and implementation.

Shripad Kulkarni, COO, Allied Media Integrated Communications Pvt. Ltd said, “We have worked out a unique model of working with agencies, with four independent, competing agencies in the group itself. Mercantile, under the new gen leadership has chalked out ambitious plans which the partnership will hope to achieve.”

Says Rasesh Shah, director, brand planning, Mercantile Advertising, “Our new clients include the Indian Oil Corporation, KVIC and the Commonwealth Games Delhi 2010.”

An attempt is being made to pitch for clients in categories that range from hair care, aviation and sports. By partnering with Allied we will try to ensure the best ROI for our clients.”