The move sees all of Chime's media planning and buying businesses coming together under a new agency grouping, to be called the Pure Media Group.
The group will include the old AMD Media, First Financial and Osbourne Jack Media operations, and will be headed by Andrew Jack, the former managing director of AMD Media.
The new operation launches with billings of £40 million and will offer Chime's creative agencies, HHCL & Partners and Roose, a group media resource where necessary.
HHCL used to have an in-house media function and Roose no longer has its own media department. Pure Media is already working with HHCL on the Autoglass account, which AMD won from OMD earlier this year when HHCL picked up the creative account. Other Pure clients include GNER, Friends Provident, Global Asset Management and Fairview Homes.
Pure Media's specialist divisions will include Pure Consumer, Pure Property, Pure Financial and Pure Motors. Chime Group's chairman, Lord Bell, said the new company would leverage its media specialisms in the wider media marketplace.
"The strategy of specialising has undoubtedly been successful for our media operations. We now intend to build on that, he explained.
As part of the restructure, Pure will move to new offices in Holborn Gate and is expanding its staff numbers, creating new senior posts and boosting its buying team to create a fully fledged broadcast department.
Jack said: "There is tremendous potential for our offering, not only within the Chime Group but also in the market as a whole. We have some very exciting plans for the future and I'm looking forward to competing with some of the major media groups."