The new shop, McCann Demand, was launched in the network’s London’s offices. It is headed by Rob Muir, a business director at McCann Central, who has joined McCann Demand in the same role.
Muir will lead six full-time London-based staff, supported by McCann’s teams in the Midlands. He reports to Paul Dean, the managing director of McCann Demand.
The shop will offer services across advertising, digital, media and PR, and "focus on clients who have a clear brief: to drive demand quickly".
For its first client, National Express, McCann Demand will work with the group’s marketing leads to develop their ideas for gaining lifetime loyalty among their customers.
The work was won without a pitch and follows National Express West Midlands, a bus operating arm of National Express Group, appointing McCann Central after a competitive pitch last year.
Mark Lund, McCann Worldgroup’s UK chief executive, said: "We have built McCann Demand with the single-minded objective of supporting clients who have a need to drive demand for their business quickly.
"We frequently have clients coming to us, saying that their agency can’t deliver campaigns at the required speed and scale to be fully effective. By operating from our Herbrand Street office in London, as well as Birmingham and Milton Keynes, McCann Demand is delivering just that."