The new agency plans to offer a broad communications planning service to start-up clients and established advertisers. The service will give advice on how best to contact and engage target audiences to deliver business objectives.
Whitmore said Experience would focus on a client's business rather than communications objectives as a starting point. The company is already working with a major retailer on developing in-store advertising opportunities and with a start-up distiller launching a raft of new brands.
Whitmore, a former managing director of Mediaedge:cia, and Turzynski, a former managing director of ZenithOptimedia, have known each other since they worked together at Young & Rubicam in the late 80s and early 90s. While at Mediaedge, Whitmore hired Reid from OMD.
The three claim that their proposition reflects their broad communications experience and their history of working within a full-service offering.
"We all have experience that spans the broad communications spectrum, from PR to direct marketing and everything in between," Turzynski said.
He added his own experience as a media buyer meant that the company would offer "communications planning within a framework of buying expertise and management".
Experience also sees an opportunity to work closely with creative departments in creative agencies. "We've all spent more time working alongside the creative product within a full-service agency than we have working in the independent media sector," Turzynski said. "We have an affinity with the creative process and a confidence about aligning our experience with creativity."
However, Whitmore said they had no ambitions to take lead-agency status on a client's communications strategy. "We will work with all of a client's communications suppliers to add value as a conduit to make sure the best ideas win through, but we have no desire to position ourselves as the people who take charge of everything."