The entire workforce running the company have switched to the new start-up and are expected to continue their relationships with the likes of the BBC Worldwide, Express Newspapers, GMTV and Top Up TV.
In its previous guise, Cocktail also handled marketing and promotion work for a raft of other publishers including Associated Newspapers, News Group Newspapers and Trinity Mirror.
The new outfit will continue to be run by its former vice president, Chris Reed, who will take on the new role of chief executive.
The breakaway will now give Cocktail complete financial independence and is being billed as a positive move for its existing client base as individual projects will be more created with a stronger focus.
Reed said: 鈥淚n choosing a name for the company, it was important to highlight our areas of expertise within the industry.
鈥淎s 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!鈥
SP Holdings, which is listed on the London Stock Exchange, will continue to operate its SP Brands, SP Licensing, SP Etail and SP Active divisions.
By Kevin May
SP Partnerships emerges as Cocktail Marketing
SP Partnerships, which brokers DVD inserts for newspapers and magazines, has broken away from its parent company and taken on the new name of Cocktail Marketing.
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