The operations are intended to exploit opportunities beyond traditional advertising channels and raise the stakes in digital communication planning and consultancy.
Brad Fairhead, the former managing director of Outrider, Mediaedge:cia's digital arm, has been poached to work across both groups.
He will work alongside Tom Johnson, Outrider's deputy managing director, who takes up the lead digital role, while Philip Dowgierd, a senior account director at Fallon, will be charged with taking forward the new communication and creative planning arm.
As revealed in Campaign last month (13 August), the teams will draw their creative resources from Fallon, with Naked providing the strategic communications specialism. Robert Senior, the Fallon managing partner, said: "Too many 'what if' ideas never see the light of day beyond an enthusiastic meeting room. We're there to make them happen."
The first project by the newly formed partnerships is a takeover of a 150-metre stretch of tunnel at Bank Underground station on behalf of United Airlines.
Using 236 poster panels, the campaign simulates the changing view seen from a plane as it flies from London to the US. At the end of the corridor will be a sampling room decked out as a United Airlines departure lounge.