The new consultancy will be headed by the founding directors Brian Jacobs, Ian Fairbrother and Charlie Thelu.
Jacobs, the former chief executive of Universal McCann EMEA and now the managing director of Brian Jacobs & Associates, will join with Fairbrother, the managing director of Fairbrother Lenz Eley, the media auditor. Thelu, the former head of procurement at EMI and now the managing director of the consultancy Purchex, completes the trio, which will offer guidance during the media review process.
ARB's founders claim their respective backgrounds will offer a point of difference in the marketplace.
Jacobs said the ARB will not get involved in handling creative reviews, but may look beyond media into helping clients find research agencies. The new service will be funded solely by clients, with no fees paid by agencies.
Fairbrother said: "Since FLE has a global auditing network, and BJ&A acts as consultants in many major markets, we can offer central control, plus local expertise."