The agency has been created from the merger of BHWG Proximity, Clarke Cooper and Traffic, and forms part of the global network created from a collection of BBDO below-the-line agencies.
Under one roof, the agency will offer CRM, direct marketing, data, media, promotions trade marketing, design and branding, events, and interactive services.
Proximity Worldwide is headquartered in London. It was founded by CEO Simon Hall, who is also CEO of the London agency. It aims to have 42 Proximity offices globally by the end of the year.
Hall said, "Clients want to spend their time focusing on their marketing issues and not on coordinating a string of agencies. Through Proximity London, the client has one account, planning and creative team, which can deliver a multi-discipline solution."
He added, "By merging the best from different backgrounds, we are able to offer a media- and discipline-neutral solution. In short, we can give a fuller, better answer more effectively than ever before."
The London agency employs 330 staff and has annual billings of £173m, while the global business employs 1,700 staff and has billings of more than £1.2bn.
Proximity Worldwide is owned by BBDO, part of the Omnicom group. BHWG Proximity was founded in 1991 as Barraclough Hall Woolston Gray and renamed last year.