Carat Media's Vidhu Sagar joins Blue Hive India

Sagar joins the WPP company as managing partner, a position previously held by Rajiv Rakshit.

Vidhu Sagar, former executive vice president of Carat Media, who has joined Blue Hive India. Sagar, replaces Rajiv Rakshit, who has quit.

Blue Hive is a joint venture between Wunderman, Ogilvy Advertising and Mindshare and was created to increase coordination and synergies amongst Ford's WPP agencies and to ensure 'best practice' client partnerships and delivery. Blue Hive handles all aspects of Ford's marketing, including above the line, digital, direct marketing, customer relationship management and media planning.

On how different his new role is, Sagar comments, "At Carat, I was the head of the Delhi office but now I have been given a national role. As opposed to a media agency operation that I was running at Carat, this is an integrated, holistic role. Blue Hive is a full-service agency and I have a more elaborate profile to handle."

Sagar has more than 22 years of work experience. After an MBA from IMT, Ghaziabad, he started his career as a media planner at Everest Advertising and later moved to Contract Advertising. Some of the brands he worked on included NIIT, HCL, Compaq, Hero Honda, Bausch & Lomb, Tropicana, Dabur and ABN Amro. In 2006, Sagar joined India Today as senior GM - Marketing and was there for two years.

He joined Carat Media in 2008 and is credited with delivering a comprehensive media strategy, planning and buying solutions across offline as well as digital media for a host of global and local brands.