Law is launching Boy Meets Girl S&J along with former St Luke's colleagues Kate Stanners as creative director and David Pemsel as chief executive, who after leaving St Luke's in 2000 became head of Elizabeth Murdoch's TV programming company Shine.
The venture is backed by the Interpublic Group and will see the transformation of the London office of German advertising agency Spring & Jacoby and its below-the-line sister agency The Reef to create Boy Meets Girl.
It is being positioned as a non-advertising-led creative services agency and, in marketing reminiscent of Ogilvy & Mather's 360-degree branding, it is promising "true 360-degree creativity". This will include the services of direct marketing agency Reef and a design consultancy, the name of which has not been revealed.
In an interview in today's FT Creative Business, Law says of his departure from St Luke's last March: "At a time when we could have gone off and done ambitious things [St Luke's] retreated into itself. The people were doing a fine job, but actually they just wanted to make ads."
Law was known to be keen to expand internationally but was not supported by other St Luke's partners in the move.
Boy Meets Girl S&J has been set up with a structure that means the partners will not draw salaries and will only be paid when it is in profit. Details of the ownership split between the partners, Interpublic and Springer & Jacoby have not been revealed but it is speculated that Interpublic is likely to hold a 60% stake.
Law will also sit on an international committee with Oliver Schwall, Springer & Jacoby's managing director of international networks, according to the Financial Times.
Boy Meets Girl S&J was originally slated to launch in September but ended up being delayed. Law told FT Creative Business that this is because the contract was only drafted in October and signed just before Christmas.
Other partners of the agency are Paul Slaymaker, the current chief executive of S&J and The Reef and a founder of Delaney Fletcher Slaymaker Delaney/Bozell. Slaymaker is to become the international and strategic development director.
The agency's launch client list includes DaimlerChrysler, which was S&J London's biggest client, Penhaligon's, Burberry and Karma Kars.
Springer & Jacoby has won little since the German network launched its London operation in mid-2000.
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