Bowley has eschewed the traditional media agency model in favour of one based around providing clients with multimedia content.
The company, called Amplified, will assist advertisers in developing TV and internet content relevant to their brand or communications plan. Bowley claims Amplified will also be able to offer clients experiential marketing strategies for their brands and help with the development of media partnerships.
Amplified is majority-owned by Bowley, with MCBD taking the remaining 30 per cent share. It has been six months in the making -- Bowley left Carlton at the end of 2003, when Graham Duff beat him to the job of managing director of ITV Sales.
Bowley has taken the position of chief executive and has assembled an eight-strong Amplified team, including the two former MCBD joint media directors Ben Wood and Henry Rowe. Rebecca Lyndon-Stamford, a former colleague of Bowley at Carlton, has signed up as its head of content.
Although MCBD has taken equity in Amplified, Bowley and his team will be free to work both with clients not on MCBD's books and with other agencies. He also did not rule out the possibility of extending the Amplified brand in deals with rival agencies.
Bowley said: "Traditional communications channels will always be important to advertisers but new platforms are growing at an incredible rate. I thought it was time to pull these together under one offering rather than the ad hoc way it is doing it now."
Amplified will be based at MCBD's offices in Rathbone Street.
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