Senior creatives from two of the UK's top agencies are linking with the partners of a leading commercials house to form a new agency.
Agreements paving the way for the venture, described as 'a start-up with a difference', are about to be signed.
The initiative involves senior executives from Joy Films and the senior Abbott Mead Vickers BBDO team of Victoria Fallon and Steve Hudson. They are being joined by Andy Smart and Roger Beckett, who quit Bartle Bogle Hegarty at the end of last year.
Jeremy Barnes, Joy's managing director, declined to go into details about the new operation beyond confirming that Fallon, Hudson, Smart and Beckett were 'in the mix'. 'Until the contracts are signed I can't comment,' he said.
'All I can say it that it's a start-up with a difference and very exciting. But it will be a separate entity from Joy. We as partners are going to help it along.'
Fallon and Hudson are currently on holiday and have not resigned from AMV. But Peter Souter, the agency's executive creative director, said: 'Victoria and Steve are people with great talent and ambition.'
John O'Keeffe, BBH's creative chief, said: 'I'm aware that something is afoot and that Andy and Roger are going to do a launch.'
For Fallon, a copywriter, and Hudson, her art director, the start-up follows an 11-year professional partnership spanning four agencies and a string of award-winning work. Their career began at the then Horner Collis & Kirvan. At BMP they are best known for the VW 'divorce' commercial which won a silver Lion at Cannes.
At BBH they won acclaim for their One2One films with Vic Reeves and Kate Moss, the Audi ad featuring an obnoxious yuppie and Levi's 'mermaids'.
After a brief spell at Saatchi & Saatchi, they joined AMV in January 1998, where they worked extensively on BT.
Beckett, a copywriter, and his art director, Smart, won acclaim for their 'drugstore' and 'taxi' films for Levi's and were responsible for last year's Audi commercial showing how the carmaker's design team redesigned a public phone box.