Simon Hall, former chief executive of Proximity London and chairman of The Institute of Direct Marketing, along with Warren Moore, a former creative director at Proximity, have linked with CHI, which opened three years ago on the principle of creating 'big ideas' for brands.
Moore says the addition of a direct marketing service will enable CHI to deliver messages beyond what media advertising can produce.
"CHI can now work in every available channel to bring the big idea to life, wherever the consumer comes in contact with the brand," he said.
Hall Moore CHI will also work under the 'big tent' principle, whereby DM staff will sit alongside the relevant CHI advertising account team instead of working from a separate department.
"We don't want to be a separate little island inside the agency," explained Moore.
The DM agency starts with an opening staff of 11 split across creative, account handling, planning and data consultancy.
Moore would not identify if Hall Moore CHI will work with CHI clients, which include, Britvic (Tango), British Gas, The Telegraph and Carphone Warehouse.
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