Called Anomaly, the agency will be run by five partners; Johnson, Ernest Lupinacci, a brand consultant, Andrew Kibble, the former creative director of G2 Worldwide, Justin Barocas, the former media strategy director at Wieden & Kennedy New York, and the former new- business director for G2 Worldwide, Jason DeLand.
Anomaly aims to provide solutions on practical brand strategies to tactical retail programmes. It will work directly with clients and in collaboration with traditional marketing companies.
Johnson said: "The industry is scrambling to change because the clients are crying out for it and the model is in desperate need of an overhaul.
"But the problems are so fundamental that the real solution isn't to retool the existing infrastructure, it's to custom-build a new model from the ground up."
Anomaly will run alongside Synonymous, a specialised media strategy unit lead by Justin Barocas.
The launch sees Johnson return to the industry after a two-year stay in Australia.
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