The founders said the name, which is "work" spelled backwards, reflects the agency's approach to advertising - it will agree the outcome a client wants before deciding on the format for the advertising.
The start-up, which was revealed in Campaign (10 June), will base a significant portion of its fees on the results it produces. It has yet to confirm a founding client.
Krow will be based in Clerkenwell and launches on 19 September. This is when Quarrey, the former chief executive of Arc EMEA, and Hastings, the former executive creative director of Euro RSCG London and D'Arcy, are released from their contracts. The agency aims to provide an integrated offer. Quarrey's below-the-line experience, including 17 years at Arc, complements the other founders' backgrounds. Cook is a former managing director of Leo Burnett and D'Arcy, while White is a former Euro RSCG planning director.