Carat Group UK is opening central trading negotiations with media owners, which incorporate its Carat, BBJ Media and Feather Brooksbank agencies.
The move is in response to consolidation through mergers and acquisitions among media owners. It gives Carat greater weight against such merged giants as United News & Media and Granada.
Ray Kelly, the chairman of Carat Group UK and chief executive of Carat Northern Europe, said: 'We decided to deploy our strength in a way that allows us to deliver exceptional media value.'
AC Nielsen MMS figures show the combined billings of the three agencies amount to pounds 733 million, of which Carat bills pounds 536.72 million.