The partnership involves bringing staff from Orchestra together with Proximity's production team. The new team will investigate ways of using the latest technologies to improve response rates and return on client campaign investment.
The companies claim that by pooling client production, it will be possible to use production capacity better and deliver savings.
Proximity and Orchestra have worked closely together on a number of clients in the past, notably BBC TV Licensing, which Proximity began working on early in 2002.
Chris Thomas, chief executive of Proximity London, said: "I believe clients will be attracted to this model as it allows them to reduce the internal resources currently dedicated to production."
Orchestra provides print, data processing, mailing and fulfilment, inbound and outbound contact services, and technology services based on SMS and email. Orchestra chief executive Brian Dickerson claims that Proximity Works will enable the company to offer these services to a wider market and fulfil the group's aim of ensuring that clients communicate effectively with their own users and customer base.
Proximity also launched a new event brand this month, Proximity Live, in a tie-up with a sister agency that will see it offer clients experience marketing as part of its integrated approach.
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