Campbell Doyle Dye to rebrand as Shop

Campbell Doyle Dye, the agency founded just over four years ago, is changing its name to Shop.

The announcement comes as the agency attempts to broaden its offering outside conventional advertising and develop the ability to deliver solutions through various communications channels. It also follows the departure of Dave Dye, one of CDD's founding partners, before Christmas.

Caspar Thykier, the managing director of CDD, said: "As our agency has evolved, we wanted a new name to reflect our new offering.

"Why Shop? We like simplicity. It's memorable. It's what we want consumers to do with our brands."

Last October, the agency launched a comms planning agency called Sherlock Communications, a joint venture with PHD. Sherlock was recently hired by the Red Arrows, for which it will act as a licensing agency and work on forming brand partnerships.

CDD also announced a partnership with the digital gaming specialist Traffic, and an integrated partnership with Zulu. The latter is an alliance between Claydon Heeley Jones Mason, Agency Republic, Alcone and Code. CDD and Zulu will work on CDD's most high-profile account, Mercedes-Benz.

The agency intends to move out of its Primrose Hill offices and is looking for new premises in Soho.

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