Mather Communications, the conflict shop being launched by the Ogilvy Group, aims to be the Crispin Porter & Bogusky of the UK.
The new agency, a through-the-line offering, will open its doors with two clients, Avon and Barclays Wealth Management. It will be a separate entity from the main advertising agency, which is being rebranded Ogilvy Advertising. Mather will be headed by Steve Lepley, the current chief operating officer at Ogilvy & Mather London, and he is now looking for a creative director, a head of client services and a head of planning.
Gary Leih, the chairman and chief executive of the Ogilvy Group, said: "Mather Communications will be a truly 360-degree offering. It will never be broken into different arms or become discipline specific. It must never become another Ogilvy.
"The closest business model to compare it to is Crispin Porter & Bogusky in the US. It will be filled with thinkers who can offer clients advice, but a lot of the actual work will be outsourced."
Mather will be based in new offices at Westferry Circus, which is near the group's Canary Wharf headquarters. However, Ogilvy has also just opened a new office in Victoria to give the group a central London base.
At the same time, the Ogilvy Group has also launched a further operation, which will be called Ogilvy Engage. This will be an outsourcing services agency, which offers clients marketing services solutions such as data analysis, CRM services, data planning, database management and analytics by using resources from all of the Ogilvy Group's separate businesses.
Fraser Watson, the managing partner of OgilvyOne, who has just returned from a lengthy secondment at BT, will head up the new entity.
Watson will report directly to Mike Dodds, the managing director of OgilvyOne.
Watson said: "We are not looking to compete with consultancies such as EDS or Accenture, but rather provide clients with a new model that addresses the needs of those looking to outsource marketing services capabilities.
"This methodology will also help a client's senior management team to work with us in formulating the ideal solution for their marketing needs."