The consultancy will outsource creatives with a business background to client companies' marketing departments.
It is in the process of hiring three creative directors, who will be placed within client companies to "kickstart lateral thinking and open the minds of the client team", according to Standing.
Ninnynoo, named after Standing's childhood nickname, is currently in discussions with six potential clients, including a telecoms company and a train operator.
"Clients crave creativity and true ownership of it, and today's 'no borders' communication strategies see many major entrepreneurial clients requiring access to lateral creative thought on their premises every day," Standing said.
The London-based company launches with seven staff and is backed by three, unnamed, shareholders. Standing joined Modem Media in April 2001. Prior to that, he was founder of Hotcustard, which specialised in rescuing collapsed dotcoms, and a creative director at the direct marketing agency Cramm Francis Woolf.
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