Proximity is hooking up with fellow Omnicom Group agency Live Communication, which describes itself as a specialist brand experience agency.
Chris Thomas, chief executive of Proximity London, said: "To deliver an integrated offering to our clients we must be best in class across all communications channels. Live is an exciting company and best in class in its sector."
Live will work closely with Proximity account teams to help develop and deliver brand experience options to the agency's clients while helping it strengthen its overall experiential marketing activity.
Proximity London already offers some live event work for clients alongside its more traditional direct marketing, digital and sales promotion work.
Mike Lockett, a director of Live, said: "We are looking forward to working with Proximity. Its multi-disciplined approach to client problems and proven creativity makes it a very exciting partner."
Live works with a broad range of clients including Marks & Spencer, BT, COI, Bupa, London 2012 and Camelot. The events company was also involved in some of the organisation behind the Queen's Golden Jubilee concerts for the Royal Household in 2002.
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