The Will Pond-Jones Collective has been founded by Ed Will and Jay Pond-Jones, the chief executive and creative director respectively at Roose.
The new agency will look to provide both potential and existing Chime clients with non-traditional advertising solutions and will bring in outside resources, including Roose, to help it achieve this aim.
Both Will and Pond-Jones will continue in their roles at Roose, while also running the new agency. Although the start-up will be actively seeking work from non-Chime clients, it is also expected to take briefs from companies on the Roose client roster, which includes Nestle, IPC and Littlewoods.
Will said: "Advertising and programming are becoming more narrowcast so marketers are finding it more difficult to achieve mass impact. But branded content can link together and dominate the mass media as never before."
Pond-Jones said: "Brandcasting in the widest sense will be a big part of what we do. Concentration needs to be on clever branded content that gives consumers the chance to participate in brand ideas introduced through any number of channels."
Lord Bell, the chairman of Chime Communications, added: "This approach is all about branded content in an era in which advertising alone will find it increasingly difficult to compete for consumer impact."