Red Cell Response will launch as of June 21 and move into the same building as sister agencies creative agency HHCL/Red Cell and Headlight Vision.
The agency will continue to specialise in direct and promotional marketing and will position itself with the strapline "Creative thinking to provoke action".
Miles Murphy, who was appointed chief executive last year, said: "We've spent the past year investing in key skills and getting the agency to the state where it can work as an equal partner to Red Cell's best creative and strategic agencies, like HHCL/Red Cell in the UK and Berlin Cameron/Red Cell in New York."
He added: "Moving the agency into the same building as HHCL/Red Cell and rebranding it Red Cell Response is a message to the market that we are a serious direct and promotional player."
Other recent appointments have included; Gary Sharpen, formerly of Ogilvy & Mather, Saatchi & Saatchi and Leonardo, as executive creative director; Jo Scharf, formerly of J Walter Thompson, TBWA/GGT and WWAV Rapp Collins, as planning director; and Tim Shepherd, formerly of Publicis, as digital design manager.
Perspectives Red Cell was originally founded in 1987 as Marketing Perspectives. Clients include American Express, esure.com, BT, Carlsberg, Hewlett-Packard, First Choice Holidays and Chevron Texaco.
The Red Cell Network of agencies includes Berlin Cameron/Red Cell in New York, Red Cell Milan, Bates/Red Cell in Oslo and Les Ouvriers du Paradis, a French agency specialising in beauty and luxury.
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