The division will house TV, press, cinema and regional media planning and buying, while communications strategy will remain separate. The move is designed to give the agency greater clout when dealing with media owners, and sees it responding to greater demand from advertisers for cross-media campaigns.
Colin Mills, managing director at Carat, said: "By merging our press and broadcast functions into the same department we will further enhance our media-neutral credentials and deliver an improved service to our clients."
He added: "Working in the same team, our planners and buyers will have a deeper understanding of more than one media discipline. In addition, we will be able to maximise on both our negotiating power and cross-media opportunities."
The 120-strong combined team, which comes into effect from September 1, will be headed up by broadcast director Mark Jarvis.
No jobs have been lost as a result of the changes, although press director Tim Kirkman has decided to leave the agency after 15 years to "pursue new challenges within the industry in the long term", according to a statement.
Kirkman is currently negotiating the details of his exit from Carat and plans to remain within the industry. He will work closely with Jarvis to integrate the teams until his departure.
"I have had a fantastic time over the 15 years I've spent at Carat. However, I feel that this is a great time for me to look for new challenges within the media industry," Kirkman said.
Kirkman was appointed to board of directors in 1998 and took over responsibility for the press department in December 1998. A search for a replacement is believed to be under way.
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