MUMBAI: The Percept Group has floated a subsidiary company, Perspectrum Consultancy Pvt Ltd, to offer a cohesive communication strategy for brand building, straddling all forms of media.

Peter Isaac has been placed as the president of the brand communication consultancy company. He was earlier serving as Sahara India Entertainment Management COO before Shantonu Aditya was brought in from SET India as CEO of Sahara One. Isaac's task was to put a structure in place for the management joint venture between Sahara and Percept to run the media and entertainment businesses.

"Percept has set up a new company. Our aim is to offer to clients a broad spectrum brand perspectives. We will help build a communication strategy for brands," says Isaac.

The company will have two divisions. The project management unit will help integrate the 23 different Percept companies. It will also handle knowledge management for these separate companies. "We will function as the backbone of knowledge. Research will also be a part of the exercise," says Isaac.

Perspectrum's second division is brand communication consultancy. It will target outside as well as existing clients of the Percept Group. Chetan Marwah, who last served as managing director of US-based Tattoo Inc, has been hired as the CEO of this division. He was earlier handling clients like Pepsi, Lipton, Sears and California Pizza Kitchen.

The project management division, on the other hand, may not require a CEO as it will handle the brand communication strategy for the Percept companies. Both the executives will be reporting to Isaac.

"With the weight of percept Holdings and 23 independent businesses in the area of communication, Perspectrum will be the first company in the country to truly deliver an integrated marketing communications," says Isaac.

Percept has a long list of joint venture companies with partners like Aegis Group of UK and Hakuhodo of Japan.