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Experience was set up in February by former Mediaedge:cia managing director James Whitmore, former ZenithOptimedia managing director Greg Turzynski and David Reid, a former strategist at Mediaedge:cia.

Experience will work with The Independent's commercial director Lawrie Proctor to create a new positioning for the title that "reflects its new found performance and accelerates the associated commercial benefits".

The Independent retains Havas-owned Media Planning Group as its lead planning and buying agency, and advertising is handled through Walsh Trott Chick Smith.

At the time of its launch, Experience said that it had no ambitions to take lead-agency status on a client's communications strategy.

"We will work with all of a client's communications suppliers to add value as a conduit to make sure the best ideas win through," Whitmore told ±±¾©Èü³µpk10.

In September last year, The Independent took the decision to become the first UK broadsheet to go compact and was followed by The Times, with other broadsheets mulling format changes.

In the most recent ABC figures published on Friday, The Independent, which completely abandoned the broadsheet format last month, added 0.3% in May, bringing its total circulation figure to 261,009. It is far and away the biggest gainer of the year, adding 14% to its circulation compared with this time last year.

Ivan Fallon, chief executive of Independent News & Media in the UK, said: "Experience is run by three people who know the advertising industry as well as well as anyone: James, Greg and David all enjoy formidable reputations as advertising practitioners. In the past, we were dealing with them as customers -- and they were pretty tough negotiators. It's great to have them on our side."

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