The agency, which will launch with ten staff next Monday, has secured work from clients including Barnardo's and Royal Mail.
Its positioning is as a "progressive behaviour change agency" specialising in CRM, digital and direct marketing. It aims to differentiate itself from other DM agencies through providing strategic planning that will involve psychologists and consumers in the process.
Phillips and Ward met when they worked together at WWAV Rapp Collins, now Rapp, as group account directors. Ward will be responsible for new business while Phillips will head strategic planning.
A creative director and planning director will be hired in the next three months as equity partners in the agency.
An Abundance has assembled freelance teams of planners and teams of creatives from different backgrounds. It hopes to employ 40 full-time staff by the end of 2012.
Ward left Partners Andrews Aldridge in September, two years after Personal, the shop he previously ran, was folded into the business. Phillips has been out of agency life since she left Proximity in 2008 after its merger with Craik Jones Watson Mitchell Voelkel.