Barraclough Hall Woolston Gray is rebranding as BHWG Proximity, part of the new global Proximity Worldwide below the line network.
Simon Hall, currently BHWG chief executive, becomes chairman and chief executive of Proximity Worldwide. The network will have billings of over dollars 1.2bn, 2,000 staff and 47 offices around the world.
According to Hall, Proximity Worldwide will be the second largest network of below the line agencies outside the US. He describes it as 'a marriage of dm and interactive principles' and a 'new model for an agency network'.
The aim of Proximity Worldwide is to offer global companies an integrated international service including dm, promotional and interactive expertise. Technology clients Microsoft, IBM and Dell are expected to take advantage of the new network.
The project has been in development for one year and includes the launch of interactive tools which can be used across the 47-strong group.
'Over the last few years there has been a coming of age of below the line businesses,' says Hall. 'This has enabled us to pull together and give global brands access to the global services they require.'
BHWG Proximity hopes to have a number of large, international companies using the network model by the end of the year but Hall admits that 'we are starting with a totally clean sheet'.