The privately funded venture will be positioned as a shop working with clients on communication strategies and creative solutions. The agency is launching with a founding client, the National Gallery Company.
Goodman will be the managing director of the six-strong agency, with Gibbins taking the title of creative director. They are still in talks with a number of undisclosed people about joining.
The National Gallery Company hired Albion following a pitch to develop a campaign and strategy for its Christmas advertising, shop window and in-store marketing. The agency will produce an above-the-line campaign comprising posters, press and online activity, working with the Gallery's design agency, Yonder.
Goodman said: "We're by no means turning our backs on advertising, but you don't want to just think in terms of a 30-second ad."