Goodmix will work with clients including Virgin Media, Living and Ann Summers in exploring brand partnerships in retail and other areas.
The agency has formed the venture with the specialist brand partnership agency Cocktail Marketing, and will involve Goodstuff providing strategy and creative ideas with Cocktail negotiating and executing the deals.
Goodstuff is looking to capitalise on increased interest in the area from advertisers looking for more cost-effective marketing solutions and to create revenue streams from their own assets.
Andrew Stephens, a partner at Goodstuff, said: "Brand partnerships will be a major growth opportunity in the next few years and we wanted to make sure we were able to offer our clients a joined-up solution with the best in the business."
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