Global media buyer Carat has relaunched its business-to-business media agency with a renewed focus on the Asia Pacific region, creating what it claims is the first global B2B network.

Already operating globally under the Just International name, the business-to-business media agency will rebrand to Carat Enterprise and specialise in the technology and finance sectors and handles clients including Epson and Santander.

Stuart Giddings, the managing director of Just International, has been appointed global managing director of Carat Enterprise, while Angela Loh will serve as regional director APAC.

Giddings told Media Week that while Just International has always been a global business it has previously planned and bought its Asian and US campaigns from London. Now, with the launch of Carat Enterprise it has a specialist B2B resource on the ground in the US and Asia.

“Digital technology has transformed B2B communications,” Giddings said. “Clients are increasingly demanding integrated media solutions to target business decision-makers through bought, owned and earned media – no matter where in the world they happen to be.”

An Aegis Media company, Carat Enterprise will be supported by media giant’s other global companies including iProspect, the global digital performance network, Isobar for social and mobile, and Posterscope for outdoor media.

Explaining the integration of Aegis Media offers, Giddings added, “By twinning our heritage and deep expertise as a specialist agency with the scale, leverage and innovation of…we will create digitally-powered global media solutions for technology and finance businesses that deliver far greater business value than would be previously possible.”