The business will be a standalone digital shop that will work on existing AMV business as well as pitching for its own accounts.
The agency has been created to give the US company a launch platform in the UK, while extending AMV's integrated offering following last year's launch of Lunar, its through-the-line arm.
The new agency will be headed by Freddie Laker Jnr, the son of the late airline entrepreneur, Sir Freddie Laker. Laker Jnr launched the iChameleon Group in 2004 .
The group has three offices in the US - in Miami, Los Angeles and San Francisco - and works for clients including Mini, Coca-Cola, Citibank and The New York Times.
Last year, iChameleon hired Juan Morales, the former digital creative director at Crispin Porter & Bogusky, as its group creative director.
Comment, page 44.