The new business launches its first product this week with a digital magazine for model agency Storm. For the past few weeks it has based itself at TBWA London, the UK ad agency owned by Omnicom.
It is thought that Frost's new company is in talks to secure customer publishing accounts such as Blockbuster, formerly published by Publicis Blueprint.
TBWA London chief executive Tim Lindsay is the former chairman of Publicis UK, a sister company to Publicis Blueprint, which this year was thrown into turmoil when senior management found the publishing business was incurring an operating loss believed to total around £6m.
The finding prompted the axing of around one third of Publicis Blueprint's 110 staff, including the departure of Frost, plus the resignation and loss of key accounts as Publicis Blueprint moved away from advertising-funded to fee-based contracts.
Frost's new customer publishing venture, thought to be called Frost Publishing, is working with an unnamed private investor.
Omnicom, which owns customer publishing companies Redwood and Cedar, is thought to be a strong candidate to become a long-term financial supporter of the business.
Frost, who is chief executive of the new venture, and former Publicis Blueprint executives Craig Smith and Matthew Davies, who were executive director and strategy and planning director respectively, are heading Frost Publishing, which currently has 15 employees.
It is understood that the company plans to target publications that could be run on a part fee-based, part ad-funded basis. Frost Publishing was unavailable for comment.
Lindsay said: "We are trying to help the new venture create a business, but nothing will be decided until next year."
_1.jpg)
.jpg)
