Marketing Drive, the True North-owned agency, is launching a digital division called E-Drive.
E-Drive will be headed by Alan Lawson, a Marketing Drive director who was previously the marketing director at CompuServe. It will offer services for clients looking to add digital services to their marketing programmes and will also focus on interactive television.
E-Drive already exists as a division of Marketing Drive in the US but will now launch in London. E-Drive is already working on a project for Daimler-Chrysler. However, it is not yet clear how the car giant's centralisation into BBDO will effect the project.
Graham King, who has been promoted from the position of managing director to become the chief executive officer of Marketing Drive UK, commented: 'E-Drive will offer clients services in anything across the digital area. It will look at developments in WAP technology and interactive television.'
King said that he expected E-Drive to grow organically through heavy investment in recruitment and infrastructure. As part of the overall restructure, Marketing Drive has also promoted Rupert Postlethwaite and Alistair Wolfendale to the roles of joint managing directors of Marketing Drive UK.
Marketing Drive specialises in promotional and direct marketing. It was acquired by True North last year and its client roster in the UK includes companies such as Abbey National, Gillette and McVities. It has offices in 32 countries around the world.