Cocktail Marketing will independently owned by the half-dozen staff formerly of SP Partnerships and led by chief executive officer Chris Reed.
Reed, who was formerly managing director of SP Partnerships, has previously held senior marketing and promotions roles for The Times and The Sunday Times, Emap Radio, H Bauer and Chrysalis.
Cocktail Marketing has taken its clients with it including PC World, Teletext, GMTV, ScreenSelect, BBC Worldwide, Chrysalis Books, Microsoft and the Daily Star.
"In choosing a name for the company, it was important to highlight our areas of expertise within the industry. As a name, Cocktail Marketing distinguishes us from any competitor because it immediately reflects what we do; we select and combine the right brand partners to form the perfect marketing mix," Reed said.
SP Holdings were unavailable for comment.
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