The venture, called Nylon, will be jointly owned by Young & Rubicam Brands and Mediaedge:cia. Its backers have hired Tony Regan, the former joint managing director of PHD, as one of three partners to run the operation.
He will work alongside Pru Parkinson, the former managing director of digital for the Young & Rubicam/Wunderman alliance, and Martin Thomas, the former global head of communications planning at Mediaedge:cia.
Ownership will be split 50:50 between Y&R Brands (which in the UK includes Rainey Kelly Campbell Roalfe/Y&R, Harrison Troughton Wunderman and Landor Associates) and Mediaedge:cia.
Nylon will offer communications planning for clients in the UK and WPP is committed to rolling out the concept in New York. It aims to help clients develop marketing programmes across various mediums, plugging into agency resources while operating as a separate company. Its first work will be for the RKCR/Y&R, HTW and Mediaedge:cia clients including Lego and Xerox.
RKCR/Y&R and HTW have both committed creative resources to the venture, identifying members of their creative teams to work with Nylon when required. The Mediaedge:cia chairman, Rob Norman, has identified senior members of his team to work alongside Nylon.
Norman said: "Nylon will offer a new level of strategic, integrated communications thinking."
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