Pete Edwards, the former managing director of Starcom Motive and currently EMEA managing partner at the agency, is joining with Jez Groom, business director at Starcom, to launch the business.
The third founder of the agency, which will be called EdwardsGroomSaunders, is Will Saunders, the former client services director at Starcom who left four months ago.
EdwardsGroomSaunders will attempt to deliver effective communications based on consumer understanding and a focus on measurement.
The three founders have worked together for 10 years at Bartle Bogle Hegarty, Motive and then Starcom. Client experience includes Stella Artois, Barclays, Orange and Cadbury's.
EdwardsGroomSaunders is expected to launch in January but has yet to secure its first clients. It has financial backing from at least two individuals.
Saunders said: "We will bring clarity, objectivity and pace to the communications process."
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