Campbell Doyle Dye and PHD have launched a joint venture that will offer creative and media planning services under one roof.
The new company, Sherlock Communications, will have offices at CDD and PHD. It will be run by three staff.
Richard Stokes, the former head of strategic planning at Yahoo, will head the new agency as its managing director. Sherlock's central tenet is to get creative and media planners working together and Stokes will work alongside CDD's planning partner, Andy Lear. The pair will share an office at CDD.
Claire Goodlad, PHD's group head of BT, the BBC and strategic services, will be a partner at Sherlock. Goodlad will be based at PHD's offices and will provide strategic resource to Sherlock through PHD's group companies which include Drum, PHDiq and Confidential.
Sherlock Communications does not have a founding client. It will launch by offering an integrated service to CDD clients and will pitch for creative and media business.
Stokes said: "We have created what we believe is the gold standard in communications planning. It will offer clients a more effective way to communicate with consumers."
Mark Holden, the executive planning director at PHD added: "This is an example of an agency taking integration seriously, to the point where they are willing to fundamentally change the way they work to get better work."
The move follows the announcement last week that Bartle Bogle Hegarty is launching a "fourth discipline" and is injecting engagement planning into its creative business. Rocket, the media agency co-owned by Abbott Mead Vickers BBDO and PHD, also announced it would be creating a standalone agency called Lunar.
PHD has a history of co-operation with ad agencies. In 1997, it launched MSc with Partners BDDH. The planning-only operation serviced BDDH's Mercedes account.
CDD would not confirm which of its clients it will be targeting with its new service. However, it said it would not target its Mercedes client, which conflicts with PHD's BMW and Mini media planning and buying accounts.