Feel is the new agency set up by Chris Arnold, the former integrated creative director at Saatchi & Saatchi. All three partners have worked in above and below the line. Amor has also worked for innovation consultancy What If?.
The agency was unveiled last week and already has a client roster including Yo!, which owns restaurant Yo! Sushi; US health website MyScaleDown.com; and the Family Planning Association.
Arnold said: "We're like a creative management consultancy, in that we examine the problem from an objective point of view but we're in a position to take any thinking through to execution if it's required."
For Yo!, Feel has been appointed to extend the brand into new markets, while the MyScaleDown brief is to handle the branding, CRM, PR, third-party affiliations and launch of the site.
The Family Planning Association work involves creating a condom awareness campaign targeting 18- to 26-year-olds. The account was previously held by Saatchi & Saatchi.
Amor said: "We can have an exponential effect on sales when we are involved well before the communications brief is written. This is because we are able to input thoughts and ideas to have an impact on the product -- how it is designed, how it is distributed, who it is targeted at, how much it costs, and so on."
Feel has also been hired by BBC Imagineering to assist with developing future ideas and projects.
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