If the new agency succeeds in its aim of providing public relations, promotions, events, web and content activity for existing and new clients, it could provide a lucrative revenue stream without compromising the positioning of either.
Traditionally, advertising and media agencies have not invested significant resources into the area, despite the fact that it can be a lucrative one in terms of profit margins.
However, this is starting to change. This year, Miles Calcraft Briginshaw Duffy, M&C Saatchi and Leo Burnett have all launched divisions that offer event marketing and public relations for luxury brands.
And as marketing directors across the board continue to look for alternatives to traditional advertising, expect more agencies to make the most from these revenue streams.