The new agency, which is based in Altrincham, south of Manchester, says it will combine direct activity with sales promotion and brand building. So far, its clients include Littlewoods Shop Direct Group and car hire firm Britannia.
It is also handling the UK launch of an as-yet-unnamed drink, and is involved in marketing for lifestyle website .
James, who is managing director of the new firm, said: "We do not departmentalise our brand and sales promotional thinking, allowing us to deliver neutral solutions for clients, who are strategically flexible to exploit alternative sales-driven tactics."
He added that the agency is hoping to win more clients in the retail, drinks and FMCG sectors.
Rees, who takes the title of chairman of If, is former managning director of PDP. He stayed at the agency after it was bought up by Interpublic Group to become Momentum Group, where it became the agency's hub in the UK, until two years ago.
Since then he has been involved in urban regeneration in Blackpool and as a non-executive director of .
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