Evans will chair the Hoxton-based start-up, with Martin and Lines taking the roles of creative director and creative partner. Bright's offering will encompass responsive advertising, direct mail, CRM consulting, e-marketing and sales promotion.
Evans, Martin and Lines will be joined by three other former Bates colleagues: the strategy director, Jeremy Hall, who had previously worked at Proximity Worldwide and Tequila; the operations director, Nick Burton, formerly at J. Walter Thompson and Carlson; and the client services director, Kevin Corcoran, who worked for Rapier and Proximity.
Martin said: "A lot of clients are fed up with the greyness of big corporations and we're looking to break away from this shadow and give clients direct access to senior people. We are looking to add value to our client offering by focusing on the work itself and not the processes by which the work is produced. We don't want to become obsessed with things such as the amount of hours that an account handler has done."
The announcement ends speculation over the plans of Evans, who was ousted as chairman of Carlson earlier this year, along with Burton and the managing director, Steve Grout. Martin and Lines soon followed Evans out of the agency -both announced their resignations last month.
The start-up is already working on a number of strategic and creative projects, although a client list has yet to be announced.