Called RSVP, the venture is designed to enable media agencies and advertisers to target a youth audience through radio, Viacom's 14 television channels and IPC's magazines.
Its objective is to respond to client and agency briefs by offering solutions in the most relevant media. Its formation is a response to Emap, which offers cross-media solutions to advertisers across its TV, radio and magazine brands.
RSVP, which stands for "Real Sound, Vision & Print", will also provide access to new media, outdoor and event marketing, as well as content opportunities via editorial, programming and sponsorship.
The venture will be headed by Dan Salem, the commercial director of Viacom Brand Solutions, Mike Hope-Milne, the brand sales director of Capital Radio, and Victoria Smith, the cross-media solutions manager for IPC ignite! at IPC Advertising.
Salem said: "This alliance provides existing and future customers with a depth of communication possibilities above and beyond the mere booking of advertising space across the various platforms. We are united in the belief that customers are at the heart of our business."